While buying a house is exciting, it can also be very stressful and time-consuming. This can make potential home buyers vulnerable to making poor choices without the right information.
The 30-second launch TV spot which aired earlier this month shows a couple celebrating exuberantly with champagne for almost buying a house they thought sold for more than it should have. Thanks to ANZ Buy Ready the couple had the best information at their fingertips to know what’s right for them.
Carolyn Bendall, head of marketing, Australia Division, ANZ said “In a complex marketplace, knowledge is everything. ANZ Buy Ready has always been about removing uncertainty and instilling confidence in the consumer. Not only does ANZ Buy Ready give our customers the confidence to say ‘yes’ and act, which is what we have shown in past Buy Ready campaigns, we have demonstrated in our latest campaign it also gives you the confidence to say ‘no’.”
A second 30-second TV ad features the ANZ Property Profile Report. In this ad we see the contrast between two types of people you come across at open for inspections – those who know what to look for, and those who don’t. We see Patrick, who is confidently looking up important information about the property using an ANZ Property Profile Report, and then we see Angus who aimlessly goes around the open home tapping on walls, looking in cupboards, because he doesn’t quite know what to look for.
The campaign is an evolution of the successful ANZ Buy Ready work that first launched in September 2013. It showed that ANZ Buy Ready provides clarity and an edge in the craziness that is the Australian property market.
The new campaign ‘Know what to know’ features print, out-of-home, social, digital and more TVC installments to be released over the coming weeks.
Creative Agency: TBWA\Melbourne
Executive Creative Director: Paul Reardon
Creative Director: Matt Stoddart & Ashwin Gopal
Creative: Mick Bakos, Scott Glennon
Head of Broadcast: Margot Ger
Head of Integrated Production: Dave Keating
Account Service & Planning:
Regional Group Head: Ricci Meldrum
Group Business Director: Claire Tenzer
>Project Director: Emily Gray
Project Director: Emma Fox
Project Manager: Nick Biggs
Planner: Paul Arena