Hi there, I have one small assignment for the subject of Consumer Behavior..I have done one blog for #my Calvins, but now I have to expand it in the form of report, My concern is only about writing fo

Introduction:

Kahneman and Tversky (1984) framed a new approach to decisions and what the world thought rational in decision-making. Richard Thaler (1980) wrote of “consumers acting in a manner inconsistent with economic theory”. This turned the traditional notion of ‘rational man’ on its head (Thompson 2017). ANZ Bank understands the impact of using several emotional devices to appeal to both cognitive and emotional parts of the human brain (Zhang, Sun, Liu & Knight 2014) in their “#equalfuture” advertisement (ANZ Bank 2016). They prompt the consumer’s sense of fair play, using a common person appeal, delivering an amusing (yet serious) message to break through advertising clutter.

The spotlight of the case study is on Pocket money by ANZ, campaign resorting to the consumer behaviour theories of Social influence persuasion and Attitude change. On the International Women's Day, 2016 ANZ put in motion a social case study focusing on the gender pay gap, presented in a very emotive and thought-provoking way recording how a few children would react when brothers and sisters are paid uneven for the same chores performed at home. Putting forward an agitated question to the world “how your daughters would feel if we paid them less than our sons for chores around the house?”.

The campaign #equalfuture focuses on bringing the financial inequality to a personal level, by evaluating how young minds react to gender inequality. After a survey of gender pay gap in Australia, the results showed that statistics does not exactly resonate the gender equality ethics followed by the country. In a world where majority of the banks focus is on acquisition of new customers and CPA (cost per acquisition), this campaign intended on having an impact on a social cause with an objective to build greater affinity amongst women. The case study speaks about helping women achieve financial success by bringing up the afflictive truth about systematic gender inequality and promoting the incongruity between a potential of a girl and women’s reality.

What ANZ Bank recognizes in their advertisement is that this happens from early in childhood. The use of the children is thus both a recognition of the personal development of its current customers, and of its future ones (including the children of today). The children tug at the heart strings with their adult worldview, delivered from cherub-like faces. It brings trust through sincerity, as we are not conditioned to think of children as seeking to deceive us, not commercially.

There is a clever reference in the advertisement, by one of the boys that he will change the imbalance when he grows up, if he remembers (ANZ Bank 2016). This is a powerful motif for what everyone should know, but may not apply, about equality and fairness. ANZ Bank seeks to remind the world that there are lessons of fairness that should not have to be taught. It seems to suggest that if it was not known, it now needs to be remembered. The hope is that ANZ Bank will be remembered too, along with the new learning that gender pay is unequal.

Background of campaign:

The ‘Pocket Money” campaign by ANZ was launched in 2016 which was intended to coincide with International Women’s Day in that year. By market capitalisation, ANZ is the third largest bank in Australia. There has been a lot of discussion around gender equality in recent years and ANZ wanted to focus and transform financial and professional inequality from a passive dialogue to an active movement. Part of this initiative was also to increase women’s awareness and consideration of ANZ wealth propositions and services. To quantify the inequity, ANZ commissioned The Connolly Partnership to produce a White Paper examining the gender divide. Using their findings, an Oscar-winning director Jane Campion was engaged to execute an online film that presented the unequal status quo and announced ANZ’s resolution to change it. The film was launched by Australia’s first female prime minister, Julia Gillard, along with Martina Navratilova- tennis superstar and champion of equality in the Australian Armed Forces, General David Morrison. ANZ’s social media channels – Facebook, Twitter, LinkedIn and Instagram shared the video with the #equalfuture hashtag starting March 7th, 2016. Within 10 days of the launch, the campaign garnered a global reach of 112 million comprising of more than 60000 views across all social channels, 8000 #equalfuture social posts and a PR coverage of $10 million. (Knowles, 2015). The campaign had a positive impact with regards to ANZ’s targeted metric “brand that understands women” which increased by 300% amongst female campaign recognisers versus a 50% target. (Effies.com.au, 2018).

Social Influence Persuasion

Common Person Appeal, Emotional Appeal

ANZ Bank makes a cognitive appeal to the consumer, to show solidarity with the cause of gender pay equality. The advertisement opens with the hashtag “#equalfuture” (ANZ Bank 2016) setting the stage for the introduction of an attitudinal message. Using a common person appeal, they show what is patently unfair about the boys receiving more than the girls. Schulz, Fischbacher, Thoni and Utikal (2014) showed a two-system framework in the role of affect (emotion). A fast decision heuristic (subconscious, automated) and the other a deliberate, slower cognitive one. Thus, the authors showed what ANZ Bank have tapped into: both a subconsciously emotional response (connection with the children’s sincerity) and cognitively (a rational addressing of the social problem). In doing so, they appeal to the social attitude of the consumer conatively.

In their analysis of marketing ethics and social responsibility, Carrigan and Attalla (2015) found consumers do not necessarily change their behaviors towards companies punishing the unethical or rewarding the ethical. This is a marked shift from where Carrigan was in 2000, when she co-authored a paper with Boulstridge claiming that “consumers are interested in how companies behave, and this has an influence upon their consumption behaviour" (Boulstridge & Carrigan, 2000). This shift over fifteen years is worth noting, not as an obvious meta-trend, but in showing how the landscape shifts and changes.

This dichotomy is concerning, making it unclear whether the bank has used its advertising budget wisely. Lee and Harris (2013) showed a clear “other-regarding preference” (p.11) among behavioral game theory experiment participants. Their work in social decision-making showed people being motivated by what is fair to others, as much as what is fair to themselves. Social cognition derives evolutionarily from our need of others in a survival context. ANZ Bank taps into social need for fairness at an innate level, driving sub-conscious decisions to choose to ‘belong’ to a group representing a fair future for all. This is illustrated by the words “equal” representing fairness, and “future” in their hashtag (ANZ Bank 2016).

This begs the question whether addressing a socially relevant issue, such as gender pay inequality, is going to get more people to switch to – or remain with – ANZ Bank. This may not be the point of a cause marketing campaign (Smith & Alcorn 1991). The work of Rogers (1981) applied to advertising showed ideas will gain momentum and spread beyond the initial intended catchment. ANZ Bank created a ‘viral’ advertisement saying nothing about banking. Endearing children, a compelling message, humorous content, and yet a serious subject. Weaving together these elements, using smart casting and editing, created a message that people will want to share. ANZ Bank intends achieving greater exposure than it paid for, while building brand equity (Golan & Zaidner 2008).

Attitude

Attitude formation

The Functional Approach - Value Expressive function

ANZ Bank makes a cognitive appeal to the consumer, to show solidarity with the cause of gender pay equality. That the advertisement opens with the hashtag “#equalfuture” (ANZ Bank 2016) sets the stage for the introduction of an attitudinal message. They show, using a common person appeal, what is patently unfair about the boys receiving more than the girls. Schulz, Fischbacher, Thoni and Utikal (2014) showed a two-system framework in the role of affect or emotion. A fast decision heuristic (subconscious, automated) and the other a deliberate, slower cognitive one. Thus, Schulz et al (2014) showed what ANZ Bank have tapped into: both a subconsciously emotional response (connection with the children’s sincerity) and cognitively (rational recognition of the social problem). In doing so, they appeal to the attitude of the consumer conatively, to move to the organization highlighting the message: ANZ Bank.

The need for fairness is hardwired into human brains (Guroglu, Van den Bos, Rombouts & Crone 2010). ANZ Bank is appealing to this innate need to trigger an association with the bank as trustworthy. “The perception that an event has been unfair generates a strong response in the limbic system, stirring hostility and undermining trust” (Rock 2009). Experiments quoted by Rock (2009) show the significance of fairness to the brain in even basic scenarios. “(F)airness produces reward responses in the brain similar to those that occur from eating chocolate” (Rock 2009). Using this slice-of-life advertising approach, the bank taps into the attitude of the consumer, prodding their fear of unfairness.

Fear-based advertising has a risk of backfiring though, if fear triggers an unintended behavioral response such as avoidance (Terblanche-Smit, Van Huyssteen & Du Preez 2015). The ANZ Bank advertisement (2016) appeals more to unfairness than fear though. The motivation of this fear appeal is avoiding unfair treatment, personally or on behalf of another. The brain perceives unfairness, even that witnessed or referred to in viewed material (Liu, Chai and Yu 2016). Foxall (2008) showed that consumers are emotionally motivated using the Behavioural Perspective Model.

ANZ Bank (2016) reinforces a positive attitudinal characteristic their customer, or prospective customer, will recognize in themselves. This goes to modifying the behavior of the prospect who does not (yet) bank with ANZ Bank, and to reassuring existing customers why they bank with ANZ. This shows in the self-identity and affective beliefs of the extended theory of planned behavior (Connor & Armitage 1998). This triggers an attitude of wanting to be on the right side of the issue, and thus ‘with’ the bank.

In shifting behavior, advertising though is not as effective as experiencing a ‘product’ (Smith & Swinyard 1983). A bank is a different proposition to, say, deodorant and therefore needs to create a psycho-emotional connection with attitude to drive behavior. The advertisement is successful at creating attributions, associating success with internal perceptions (personal values aspiring to fairness). This also impacts the building of trust, which results when the brain perceives that a fair/unfair thing is being done – even if not to us (Klosfeld, Heinrichs, Zak, Fischbacher & Fehr 2005). The bank represents doing the right thing, thus building trust.

Conclusion:

ANZ Bank highlights the moral unfairness of the problem of gender pay inequality in the belief that it will elicit a positive emotional response. The bank hopes to represent doing the right thing, thus building trust and hence brand equity. They believe that people will enjoy the advertisement, leading to greater brand ‘liking’, conversion and retention of customers. The message is designed to take a social issue and create awareness. It will get people talking: about the advertisement and the bank too. That is the intent, but whether it leads to more client conversions will only be determined through quantitative measurement.

ANZ Bank (2016) does not attempt an overt influencing of its own reputation. They have created a value-expressive message, reflecting their value system and appealing to that of the consumer. They attempt to reinforce a positive attitudinal characteristic their customer, or prospective customer, will recognize in themselves. This goes to modifying the behavior of the prospect who does not (yet) bank with ANZ Bank, and to reassuring existing customers why they bank with ANZ. This shows in the self-identity and affective beliefs of the extended theory of planned behavior (Connor & Armitage 1998).

Two significant and worth noting outcomes of the campaign are: The first is - ANZ developed to support the Equal Future campaign, i.e. The $500 per annum superannuation contribution to every one of ANZ’s 12,000+ female employees. The second was the launch of the Senate Inquiry into “The Economic Security of Women in Retirement”. Within weeks of the launch, the inquiry initially from the Greens was supported by all parties of the Senate. Following the impact of ANZ noise, Government made a number of policy changes favouring women in Australia. It contributed in creating a more equal future for Australian women. (Effies.com.au, 2018)

The advertisement is particularly successful at creating attributions, associating success with internal perceptions (personal values aspiring to fairness). This also impacts the building of trust, which results when the brain perceives that a fair/unfair thing is being done – even if not to us (Kosfeld, Heinrichs, Zak, Fischbacher & Fehr 2005).

The campaign proved to be the highest driver of purchase intent and second-highest ROI contributor. It bagged not just 9 awards at Cannes for various categories but also another 18 awards. (Tbwa.com, 2018)

1. 2017 APAC EFFIES - Bronze | Corporation Reputation

2. 2017 APAC EFFIES - Bronze | Positive Change - Brand

3. 2017 D&AD - Wood Pencil | Film Advertising Crafts | Casting for Film Advertising

4. 2017 D&AD - Wood Pencil |PR | Creative B2C Campaign

5. 2017 One Show - Merit | Film under 100k Budget

6. 2016 APAC EFFIES | Silver | GoodWorks - Brand

7. 2016 Cannes - Finalist | Direct | Financial Products & Services

8. 2016 Cannes - Bronze | Direct | Use of Social Platforms

9. 2016 Cannes - Finalist |Film |Financial Products & Services

10. 2016 Cannes - Finalist |Film Craft | Casting

11. 2016 Cannes - Gold | PR | Financial Products & Services

12. 2016 Cannes - Bronze | PR | Business Citizenship/Corporate Responsibility

13. 2016 Cannes - Finalist | PR | Content Led Engagement Marketing

14. 2016 Cannes - Finalist | Promo & Activation |Financial Products & Services

15. 2016 Cannes - Finalist | Promo & Activation | Use of Social Platforms

16. 2016 AWARD - Finalist | Film & Video | Large format screens, individual, any length

17. 2016 AWARD - Finalist | PR | Best integrated campaign led by PR

18. 2016 AWARD - Finalist | Creativity for Good | Advertising and Marketing Communications

References:

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