A collaborative and intuitive creative approach was required of Blenheim brand™ to develop an ANZ internal educational tool, highlighting the key customer segments that the bank would focus on moving forward. A simple and engaging series of fold-out posters were created for a variety of uses to get key research, strategy and messaging across to staff as efficiently as possible.
Background and Objectives
ANZ had defined key customer segments yet had difficulties in expressing their key segment traits to staff. A tone of voice and a consistent messaging guideline on how to understand and engage these segments was required. It also had to be a simple to use communication piece to deliver these messages and become a compelling ready reckoner device that could be used for constant referral.
A carefully considered selection of items were collected that highlighted lifestyle, financial and personality attributes of key customer segments. The imagery created consists of found elements to give understanding to the everyday lives of these customers. One side of the poster is utilised to portray this and is punctuated with ‘factoids’ that are key to the specific customer segment.
The other side of the poster is utilised to give an ‘at a glance’ overview of customer research and strategy. Overall
each segment snapshot poster consists of a belief statement, key insights, segment essence, values, principles, attitudes and tone of voice. This allows for a structure that can incorporate the particular customer segments’ expectations and priorities as well as a snapshot of how ANZ staff should respond.
ANZ have been able to educate their staff so that consistency of message to a targeted customer segment can be achieved as clearly as possible. The informative and engaging content (spoken in the voice of the customer) enables staff to make an immediate connection with their key customer segments.