The Brief

After a successful collaboration in 2024, ANZ Institutional engaged us to grow “5-in-5 with ANZ” in their other key regions in APAC. Our aim is to continue to build a loyal listener base by targeting informed business audiences, with each listener a potential high value customer. Only a third of the way through the campaign, we’ve already tripled audiences in key regions such as New Zealand, Singapore & Hong Kong. 

The Creative

The Strategy

The creative strategy included 7 different ad variations, read by 5-in-5 host Bernard Hickey and featured insights from ANZ’s senior economists, emphasising their credibility in the market. These rotated across the world’s most premium business publishers, where we negotiated premium ad placements, to ensure the target audience was reached and wastage was minimised. This is the first time ever these publishers have targeted their audiences in this way.

Maximum Impact

We’re only a third of the way through the campaign and have already seen substantial audience growth in the key target regions, such as Hong Kong (216%), Singapore (195%), New Zealand (105%) with some regions like India excelling to 342% growth.

We’ve also tracked which publishers and podcasts are driving the most listeners and repeat listeners and re-investing accordingly.