At a time of skyrocketing interest rates and mortgage repayments, New Zealand homeowners who needed to refinance were starting to panic. While people were looking for guidance, most banks were just offering rate based messages. As a result, online and social media platforms were crowded with questions from confused and worried customers.

In a market ripe for switching, ANZ, New Zealand’s biggest bank, had the most home loan customers to lose. The rate of ANZ customers switching out had increased to 25%.

So to help people find the answer for them, we started by asking the right question.

With ‘Should I Stay or Should I Go?’, we asked the one question on every homeowner’s mind.

With our out of home billboards and posters, we embraced not just the lyrics of the song, but also its punk attitude. And for the first time, ANZ openly called out the other banks – using their colours to do it. By using Westpac’s red, Kiwibank’s green & ASB’s yellow colours as our canvas, we were suddenly speaking to their customers - prompting them to think 'SHOULD I STAY OR SHOULD I GO?' And with a bold, yet simple visual device, we opened the door to welcome those customers into the blue ANZ is known for.

The track and our bold visual approach from the posters bled into film, social and online executions.

Our disruptive approach and the Home Loan Check In resonated with customers and non customers. Early results indicate this to be the most effective home loan campaign in ANZ history. In the first month alone, the campaign has led to over $344m in additional lending.

Importantly, we got more of our customers to stay (28% decrease in switching out),

and more of the rival bank’s customers to go (22% increase in switching in).

All by asking the right question.