Spenemies
ANZ Bank

Because we all have a spend gremlin flying under our radar

To help people understand their spending better, ANZ Bank created ‘Your Money Report’, a handy tool full of spending insights.

Trouble is, that sounds awful. Who wants to confront their spending? Also ‘report’ makes it feel like something I’m going to be graded on. 


But in listening to testimonials of people who gave it a go, I noticed everyone had at least one merchant that surprised them.

Something small that snuck under their radar and actually ended up being one of their biggest spenders, like a local cafe or Uber Eats.

We decided to call these sneaky spend gremlins ‘Spenemies’ and focussed the campaign around encouraging people to find out who theirs was. From the third latte of the day or that subscription you don’t need, we brought Spenemies to life with the help of internet famous animator, Sam Cotton.

I’d say narrowing the brief made the work fun, and the report less overwhelming.

My Spenemy was my local bánh mì shop, which I continue to be a sucker for.

My role:

Senior Strategist

Made with:

Sian Binder and Lea Egan

Agency:

Special Group Australia