ANZ New Zealand and TBWA\New Zealand have launched a new campaign for The Sauce by ANZ, deliberately withholding the most important pieces of business information to demonstrate the value of having access to insights competitors don’t.
The integrated campaign uses strategically redacted information across out-of-home, digital and radio, giving businesses enough of an insight to pique their interest, but removing the detail needed to act on it.
One billboard, for example, tells audiences that “Spend at [redacted] in Auckland increased 12 per cent over the past year”, leaving the category, location or customer segment behind the trend undisclosed.
Other executions similarly reveal spending and business trends before cutting out the information that would explain exactly where the opportunity lies.
The creative is designed to demonstrate the proposition behind The Sauce: while businesses typically have access to data about their own performance, the platform provides a broader view of what is happening across their market.
Developed by ANZ in collaboration with Dot Loves Data, The Sauce combines aggregated and anonymised spending trends, industry performance and economic insights, tailored to a business’s industry and location.
The insights are paired with guidance from ANZ business specialists and relationship managers, with the bank positioning the service as a way for businesses to better understand their market, identify opportunities and make more informed decisions.
Matthew Pickering, general manager of marketing at ANZ, said the campaign was intended to demonstrate the value of acting on insights rather than simply having access to data.
“We’re proud to see this campaign in market because it demonstrates the value of acting on insights rather than simply just talking about data,” Pickering said.
“The campaign idea cleverly captures that feeling of knowing something valuable is out of reach, which is exactly the problem The Sauce helps solve.”
TBWA\New Zealand chief creative officer Shane Bradnick said the agency landed on withholding the answer as a way to demonstrate the value of an insight.
“The challenge was simple: how do you advertise the value of an insight? We realised the best way wasn’t to reveal the answer; it was to hide it,” Bradnick said.
“The work creates genuine curiosity by giving people just enough information to know they’re missing something important.”
The campaign extends beyond out-of-home and digital into radio, where business owners discuss how insights from The Sauce can inform decisions and identify growth opportunities, before the key details are strategically “bleeped” out.
It is also supported by print placements in Kia Ora magazine and content created with NZME, including a business leadership roundtable focused on how businesses are navigating an increasingly data-rich environment.
The campaign also includes a more direct prospecting play, with ANZ partnering with Culley’s to create bespoke Hot Sauce packs for high-value prospective customers. Regional Managers can use the packs as a conversation starter when targeting prospective clients and encouraging meeting bookings.
The campaign is now live nationwide across out-of-home, digital and radio, using localised business intelligence to target businesses across regions in New Zealand.
The work marks the latest campaign from the long-running ANZ and TBWA\New Zealand relationship, with the agency using the same insight-led proposition to turn the product’s core benefit into the creative device itself.
