ANZ Migrants: ANZ Migrants

The brief to M&C Saatchi, Melbourne was to encourage people migrating to Australia to open a bank account with ANZ before they left their country of origin. Because these people could be arriving from anywhere in the world, online was the only feasible way of reaching them.
First and foremost, they figured that anyone arriving in Australia would need a place to live. But securing accommodation can be almost impossible without an Australian bank account. So, through a series of dummy listings on realestate.com.au - Australia's most popular real estate site - they proposed some "alternative" accommodation options. Absurd in nature, these listings provided the motivation to open an account. And through geo-targetting, they were only visible to people viewing the website from outside Australia.