“Inspired is a custom-published ANZ bi-annual magazine which empowers customers to take control of their finances through engaging content. Targeting women 35+, our magazine makes sense of financial content relative to genuine needs and life events. This segment marketing initiative encourages women to approach their future with greater financial confidence. Blenheim’s creative leadership and direction has been instrumental in its success. Their understanding of our brand and communication objectives has created a magazine that feels authentic, relevant, contemporary and is actively used to improve relationships between us, and our customers”.
Marketing Communications Manager, ANZ
Generally, women are heavily reliant on family and friends in their social network and don't see banks as being 'approachable' when seeking out money advice. Their media consumption habits show that magazines are highly valued. Our creative strategy was to build a lifestyle magazine around informative content that would facilitate the transition through emotionally engaging and challenging life stages for women. This 'gentle expert' approach would encourage women to be better prepared at key stages of their lives that can, and could have significant financial implications.
'Ideas and inspirations to live life well' was the tagline we created to establish the core spirit of the magazine. Through design, art direction and content, this 'spirit' was developed as the thread to engage the reader and have the magazine look as non-bank and 'lifestyle' as possible. Minimal bank branding was applied to the publication which reinforced this 'gentle expert' approach.
ANZ have been able to form a stronger connection with a growing market while entertaining, informing and educating. With insightful content, the 68 page 'Inspired' magazine, empowers mature female customers to make the connection between their lifestyles and financial goals.