Barbara and C.A.R.R.O.T

16 April 2010

Advertiser: ANZ

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Executive Creative Director: Grant Rutherford
Senior Copywriter: Michael Mulcahy
Senior Art Director: Ian Bear
TV Producer: Georgina Toole
Director: Paul Middleditch
Production Company: Plaza Films

Barbara is back, this time with the Can't Achieve Rewards Regardless Of Time loyalty program. This is an extension of ANZ's ongoing campaign.

Customers will now have the choice to use either their ANZ Rewards Visa or American Express card when making purchases with the simplicity of one account, one interest rate, one annual fee, one statement and one credit limit.

The campaign is built on the customer insight that people are looking for more tangible rewards and to be able to redeem points for rewards that are relevant, attainable and good value, all within a reasonable timeframe.

The new TVC sees the return of the character “Barbara from A Bank” to bring to life the concerns people have with credit card rewards programs: chiefly, that they don’t deliver the rewards they want and they take too long to achieve rewards.

The five-week television campaign includes other integrated channels such as press, radio, online and PR.

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