ANZ has appointed marketing and communications agency Keep Left as its content marketing partner for its Financial Wellbeing Program following a competitive pitch in late 2019.
The appointment has seen Keep Left collaborate with ANZ to develop a mobile-first digital content hub aimed at motivating and inspiring Australians to get on top of their financial health.
Launched in January 2020 as the online platform for ANZ’s current in-market Financial Wellbeing brand campaign, the program gives both ANZ and non-ANZ customers an easy to follow, actionable six-step program that encourages good money habits and promotes overall financial wellbeing.
Keep Left Managing Director, Gillian Gosling, said: “Our brief was to help ANZ bring its brand proposition to life through this digital environment and develop content that inspires people to take action and realise it’s not about how much money you have, but what you do with it.
“We worked with ANZ’s brand and content teams to ensure the copy and content of the program laddered up to the core idea that it feels good to get on top of your money.”
As of February 2020, the Financial Wellbeing hub met and exceeded all performance benchmarks, including a 35% conversion rate of the online Financial Wellbeing Calculator. 162,000 people visited the ANZ Financial Wellbeing Hub and average time on site sits at more than three minutes, one minute above benchmark.
The program invites people to learn their Financial Wellbeing score, and then provides a range of program modules including planning a budget, managing debt, setting a savings goal, organising accounts and wealth creation.
The Financial Wellbeing Program will remain a focus for ANZ in 2020 as part of its commitment to helping Australians improve their financial wellbeing and therefore, their overall health.
Keep Left’s scope for the launch phase included developing a content marketing strategy, editorial planning, UX design and copywriting.
Moving forward, Keep Left will continue to work with ANZ on Financial Wellbeing, connecting content with different audience segments at key life moments.