STAFF ENGAGEMENT VIDEO by DDB Melbourne for Anz Bank

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STAFF ENGAGEMENT VIDEO

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Industry Banking & Financial Services, Business equipment & services, Corporate Image
Media Promo & PR
Market Australia
Agency DDB Melbourne
Director Paul Middleditch
Art Director Lee Sunter, Grant Rutherford
Copywriter Jim Mckeown, Andre Hull
Released February 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: ANZ
Product/Service: BANK
Agency: DDB GROUP MELBOURNE
Date of First Appearance: Feb 19 2010 12:00AM
Entrant Company: DDB GROUP MELBOURNE, AUSTRALIA
Entry URL: http://www.awardsentry.info/ANZstaffvideo/
Executive Creative Director: Grant Rutherford (DDB Group Melbourne)
Copywriter: Jim McKeown (DDB Group Melbourne)
Copywriter: Andre Hull (DDB Group Melbourne)
Art Director: Grant Rutherford (DDB Group Melbourne)
Art Director: Lee Sunter (DDB Group Melbourne)
Agency Producer: Julie Rutherford (DDB Group Melbourne)
Group Business Director: Tess Doughty (DDB Group Melbourne)
Account Director: Kristian Hunt (DDB Group Melbourne)
Planner: Craig Hunter (DDB Group Melbourne)
Director: Paul Middleditch (DDB Group Melbourne)
Production House Producer: Peter Masterton (DDB Group Melbourne)
Media placement: Internal Communications - Intranet & In-House Video Screens - 19/02/2010

Describe the objective of the promotion.
ANZ Bank launched a new initiative of a ‘Fraud Money Back Guarantee’ for all its customers. The campaign had a $2.5 million above the line spend. However, we needed our staff to be aware of the initiative and what’s more, champion it with our customers.

Describe how the promotion developed from concept to implementation
Whilst the above the line TV ads talked to a broad audience, we wanted to create an internal piece of communication just for our staff. The idea was to make a training video that made fraud relevant to the staff in an everyday work environment. The video was shot in one afternoon. Using actors who resembled certain departments within ANZ Bank. The video was then broadcast across the ANZ intranet and was also played throughout ANZ Head Office on internal LCD screens at lunchtimes and breaks.

Describe the success of the promotion with both client and consumer including some quantifiable results
The nature of this promotion was not about selling product, but raising awareness amongst ANZ Staff. Over 7500 staff viewed the video, with a 90% recall rate amongst staff members of the ‘Fraud Money Back Guarantee’. However, though unquantifiable, the video generated a high level of positive feedback by staff and management making it one of the most successful pieces of ANZ internal communication to date.

Explain why the method of promotion was most relevant to the product or service
The ‘Money Back Guarantee’ had to be communicated along with a legal disclaimer. The disclaimer was lengthy and had a tendency to overshadow the benefit of the initiative. Presenting the ‘Money Back Guarantee’ in a fun and relevant way to staff would help them not only remember it, but share it with colleagues and customers. ANZ had recently relocated to a new hi-tech $2 billion head quarters. Every kitchen and communal area across each of its 7 floors had a LCD TV screen ensuring we could spread the video amongst all our staff at all points in their day.