The launch
ANZ has put its Reno Loan top-up at the centre of a new integrated campaign built around the Righteous Brothers’ 1960s classic, “You’ve Lost That Lovin’ Feelin’”. The work comes from TBWA New Zealand, with PHD Aotearoa on media, Dot Dot Dash on customer, and Timbuctoo producing the film. Dylan Pharazyn directed and Troy Goodall shot the stills.
The offer is a limited-time home-loan top-up for eligible ANZ customers in New Zealand: up to $50,000 at a fixed rate for three years, designed for homeowners who want to renovate rather than relocate.
What the film says and how
Rather than leading with loan mechanics, the film leans on a warm emotional note. The platform, “Bring Back That Lovin’ Feeling”, frames a renovation top-up as a way to fall back in love with the home a customer already has.
The music does the persuasive work. ANZ and TBWA New Zealand use the iconic track to tell a banking story with humour and optimism, deliberately avoiding the stress that often surrounds renovations. The creative thought is that people may not have fallen out of love with their home forever; they have just lost that lovin’ feeling.
What the brand and agency say about it
Matthew Pickering, ANZ General Manager of Marketing, said the loan was built around a simple insight: many New Zealanders love where they live but need help making their homes work harder for them. The early response, he added, reinforces the value of starting with a genuine customer need and building a proposition around it.
Catherine Harris, CEO of TBWA New Zealand, pointed to the product-marketing collaboration: “Reno Loan is a great example of what can happen when product, marketing and creativity come together from the outset.” Shane Bradnick, Chief Creative Officer, said the track “let us tell a banking story with warmth, humour and optimism rather than leaning into the stress that often surrounds renovations.”
The category context
The campaign lands as Kiwi homeowners face two pressures: moving is becoming harder and renovation costs are rising. That has left many people feeling stuck in homes that no longer fit their lives. ANZ’s answer is a lending product wrapped in an emotional platform, not a rate-led ad.
- Top-up requests have increased 49% since launch.
- More than 9,000 Reno Loans have been approved.
- The offer tops up eligible home loans by up to $50,000 at a fixed rate for three years.
The work sits inside the long-running “We Do How” platform, which earlier this year won ANZ and TBWA the Global Grand Effie for Sustained Success. It follows Good Energy, Should I Stay or Should I Go? and HOW TWO, all built around customer problems before the advertising.
What to watch next
The larger test is whether 9,000 approvals translate into renovation spending that flows to tradies, tilers and carpet layers as the bank expects. Watch whether other banks copy the product-plus-platform model, and whether ANZ can hold the emotional tone when it reports longer-term loan performance.
Watch the original: ANZ on YouTube
Source: Campaign Brief
