Helen Kerr, GM Institutional Marketing ANZ

"Earmax went outside the usual channels to reach the most premium business audiences across APAC. These time-poor professionals are extremely difficult to engage with, and worth potentially millions to the business.

And because this was the first regionally specific campaign played on these podcasts, ANZ enjoyed 100% share of voice."

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. Over the year we grew audiences in key regions such as New Zealand (>85%), Singapore (>152%) & Hong Kong (198%). 

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 brokered 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 region.

Maximum Impact

The campaign saw substantial audience growth in the key target regions, such as Hong Kong (198%), Singapore (152%), New Zealand (85%) with some regions like India excelling to 342% growth.

We’ve also tracked which publishers and podcasts drove the most listeners and repeat listeners, with metrics such as Listener Conversion Rate, Repeat Listener Rate, and Cost Per Listener helping us optimise for future campaigns.