Initially unveiled via PR and social content earlier in 2021, ANZ’s ‘Support Band’ is now featuring in a full blown campaign which sees the New Zealand financial brand and Team NZ Olympic and Paralympics New Zealand partner encourage fans to get tapping to show their support via the new campaign.
The ANZ Support Band itself is a clever wearable piece of technology which enables fans back in New Zealand to show their support for athletes at Tokyo 2020 through a simple tap which sends a ‘pulse of support’.
The activation, developed in harness with agency TBWA\NZ and technology partner Satellite, encourages Kiwis to show their support for New Zealand’s athletes at Tokyo 2020 with an integrated campaign which rolled out on 20 June led by a hero Tv and online spot.
The evolving TV work features a strong team of New Zealand Olympic and Paralympic athlete ambassadors receiving a pulse of support to help inspire their performance and it sets out to encourage fans to get behind the team despite not being able to travel to Japan to cheer them on in person.
The creative features ANZ sponsored Olympic athletes Tom Walsh, Sam Webster and Emma Twigg and New Zealand Paralympic ANZ sponsored stars Jesse Reynolds, Holly Robinson and Tupou Neiufi, plus Anna Grimaldi, Nafi Lefono, Scott Martlew, and William Stedman.
According to Shane Bradnick, TBWA\NZ chief creative officer, the thinking behind creating the ANZ Support Bands and the subsequent campaign is to capture and leverage the energy felt by fans when watching the Games to support to the athletes.
The ANZ Support Band was eveloped with input from several current Olympians and Paralympians including Olympic sprint cyclist and Rio Silver medalist Sam Webster. It uses Bluetooth in a world-first that brings athletes and fans within touching distance despite closed borders, social distancing and athlete bubbles.
The branded wearable tech is free to Kiwis who can also use it as a fitness tracker after the Games and the idea is that these bands will ensure the NZ Olympic and Paralympic teams help create a legacy that encourages healthy lifestyles well beyond the Games.
“The Olympics and Paralympics are special events for Kiwis and a close bond is often formed between the athletes and the fans cheering them on,” said Brandnick. “With few to no fans travelling, we hope the ANZ Support Band will allow Kiwis to share their support in a new and more meaningful way with athletes who will surely miss the power of a high-five or a supporting hug from a fan. We’ve worked closely with athletes and fans to ensure the tech works for them and helps create a unique connection.”
Astrid Burgess, general manager data and marketing at ANZ, added that as sponsors of both the New Zealand Olympic Team and Paralympics New Zealand, it was important that the campaign captured the energy and excitement of the Games and the efforts of athletes who train and compete.
“The athletes have all worked incredibly hard in order to get to Tokyo and not having friends, family or fans along to cheer them on is going to be mentally quite tough,” explained Burgess. “We wanted to show and express that although we can’t be there, New Zealand is right behind them with the team of five million willing them on.
“Whether through the TVC, instore or online, we want fans to know their support makes all the difference,” added Burgess.
The activation was created for ANZ by agency TBWA\NZ, tech partner Satellite, production company Fish, with the hero spot directed by Jason Bock who worked with Executive Producer Samantha Attenborough. Post production was handled by Mandy with Offline Editor Julian Currin, with music by Song Zu and media handled by PHD.
Comment:
The early results of this campaign suggest New Zealand team support will be high as, since ANZ Support Band registrations opened thousands of people from across the country have already registered to receive a band. According to the agency, the numbers have already exceeded all expectations and more ANZ Support Bands are rapidly being made.
Those who can’t get their hands on one can download the NZ Team app on their phone and still send their support taps through their own mobile handsets.
This sports activation follows on from ANZ’s award-winning ‘Borrow The All Blacks’ and ‘Borrow Eden Park’ small business support initiative.
Leave a comment
You must be logged in to post a comment.