Anz Print ANZAC POPPY APPEAL by Whybin\TBWA Auckland

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ANZAC POPPY APPEAL

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Industry Banking & Financial Services
Media Print, Magazine & Newspaper
Market New Zealand
Agency Whybin\TBWA Auckland
Creative Director Ross Howard
Designer Hsichen Hsieh
Producer Henson Tan
Digital Creative Jake Fitter
Released April 2012

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: ANZ
Product/Service: ANZAC POPPYDAY
Agency: WHYBIN\TBWA\TEQUILA
Creative Director: Ross Howard (Tequila)
Account Director: Debbie Hewitt (Tequila)
Producer: Henson Tan (Tequila)
Digital Creative: Jake Fitter (Tequila)
Designer: Hsichen Hsieh (Tequila)
Media placement: Microsite - Web - 20/4/12

Describe the objective of the promotion.
Our client ANZ Bank (Australia and New Zealand) has an obvious connection to ANZAC commemoration, and as an official partner accepts donations in over 150 branches. ANZ bank's brand promise is 'We live in your world' and as such is focused on innovative new ways to making banking smarter in our everyday lives. Our brief was to think of new and innovative ways to drive awareness, participation and donations for the ANZAC commemoration, in particular with a new, younger Kiwi population that appeared to be less engaged.

Describe how the promotion developed from concept to implementation.
People donate for poppies as mark of respect and recognition, but also as a demonstration of their generosity. For a younger audience, social networks have provided another important and extensive social environment for which to show support.

On the 90th anniversary of the poppy, we proposed allowing users to donate via SMS on their mobiles for a virtual poppy on their Twitter profile. Users simply sent their username, making an instant donation, and their profile picture instantly appeared along with the poppy on the Roll of Honour. They could set this as their profile picture, and share socially.

Explain why the method of promotion was most relevant to the product or service.
In the same way as ANZ facilitated donations in-branch, we created an online donation system at the perfectly-named URL anz.ac.nz. ANZ Bank provided a living manifestation of their commitment to innovation in the real world. anz.ac.nz became a focal point for awareness, recognition and participation in ANZAC. ANZ’s Virtual poppies now look to become an important permanent part of ANZAC commemorations.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Word quickly spread across social media, as hundreds of people donated and wore their poppies. #poppyday become a trending topic in NZ as local celebrities, politicians and business also rushed to get their poppies pushing the ANZAC message out to a total of 310,000 people. This resulted in donations almost 10 times the average takings from street locations.

The virtual poppy was featured on prime-time news bulletins across TV and Radio. And of course, online the story was everywhere. But the best result was having some of the largest ANZAC turnouts with young Kiwis in modern history.