Guarding wealth: ANZ's quest to differentiate and build trust with ANZ Falcon fraud protection technology
In partnership with Nine, ANZ aimed to increase consideration for their market-leading app capability, the ANZ Falcon fraud protection technology, designed to keep Australians safe from online fraud. The key objective was to give audiences comfort that their personal wealth is secure, effectively introducing the ANZ Falcon as a guardian overseeing transactions and detecting fraudulent activity.
Taking flight: The ANZ Falcon soars across Nine's Summer of Tennis
ANZ leveraged some of Nine's most impactful and innovative broadcast technologies to hero the ANZ brand, providing a dynamic platform for the Falcon to truly take flight. Nine's proposed marketing solution centered on transforming a critical banking service into a memorable, engaging presence that audiences would connect with emotionally and visually.
The campaign kicked off with the ANZ Drone, a high-frequency, high-impact execution that delivered clear branding in broadcast. This quirky and fun approach served as an engaging way to introduce the important conversation of protecting your money through the power of the ANZ Falcon fraud protection app. The drone's visibility was significantly amplified across Nine’s Wide World of Sports social channels, with the "Falcon Eye View" segment featuring its own dedicated social cutdowns to extend reach.
Further bolstering the campaign, ANZ engaged Dylan Alcott, Nine’s on-air tennis expert and an ANZ ambassador, to be the voice of the campaign. Dylan was featured in a piece-to-camera segment, demonstrating to audiences at home exactly how the ANZ Falcon fraud protection technology works, explaining its importance, and guiding viewers via a QR code link on how to create their very own ANZ "dopplefalcon."
Beyond television, ANZ also extended its cross-platform sponsorship to publishing and audio assets. Over 600 detailed Australian Open updates were delivered across Nine Radio’s four stations, with ANZ being affiliated through run-of-podcast and live-streaming integrations, further embedding the Falcon's presence across multiple touchpoints.
Nine's cross-channel strategy maximised visibility and reinforced ANZ's brand messaging throughout the season. Each execution was designed to feel natural and engaging, keeping ANZ top of mind and driving not just awareness but a deeper emotional connection with its target audience.
+29% "safety & security" association
Agreement that "ANZ offers safe and secure banking" observed above benchmark growth.
+24% uplift in perceived security
The AO sponsorship led to an uplift in the perceived security of ANZ among viewers.
+14% fraud protection brand attitude
Tennis viewers were more likely to rate ANZ's positively on fraud protection.
Source: Gemba Brand Study 2025
Our partnership with Nine during the Australian Open allowed us to bring the ANZ Falcon fraud protection technology to life in a way that was both innovative and deeply human. From the ANZ Drone to Dylan Alcott’s authentic storytelling, every touchpoint reinforced our promise to safeguard our customers. Seeing a 24% uplift in perceived security and a 14% increase in fraud protection sentiment tells us we’re connecting with Australians in the moments that matter.
Sian Chadwick, GM of Marketing - ANZ
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