ANZ's lesson on nostalgia and Queensland Tourism partners with Bluey | This week's top stories at Marketing Mag

Nostalgia marketing is not easy to achieve. You must evoke a sense of memory, connection and emotion but often this can only come with time – and from an experience long ago that today’s marketers may have had no hand in creating. So why did ANZ’s ‘DoppelFalcons’ campaign cut through?

Centred around the iconic Falcon, 澳新银行 ’s ‘DoppelFalcons’ campaign marks the strategic revival of a familiar friend – albeit with a modern twist.

For over a decade, the ANZ Falcon has soared as a symbol of security and vigilance. Since its debut in 2006, the campaign has been synonymous with ANZ’s commitment to protecting its customers from fraud and scams. However, as the threat landscape evolved, so did the need for advanced fraud protection technology.

Now, in 2024, ANZ’s next chapter in the Falcon’s legacy aims to marry nostalgia with innovation. Marketing Mag spoke with ANZ's Sian Chadwick , and Special Australia 's Ryan Fitzgerald and Rebecca Stambanis to find out the intentions behind the campaign.

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Top Stories

• Bluey’s world, for real life: Queensland launches new campaign to boost tourism | Tourism and Events Queensland has launched its biggest campaign in more than a decade, and it’s all about Bluey. Capitalising on the global success of the children’s television series, the campaign has pitched Queensland as ‘Bluey’s world, for real life’. Tourism Tropical North Queensland 's chief executive officer Mark Olsen said the region is ready to welcome Bluey fans and have them experience the best aspects of the state. Continue reading.

• How a top TikTok creator went viral and turned it into a full-time business | Sam Despo traded in his corporate desk job for the unpredictable world of social media and now stands as one of Australia’s most prominent TikTok creators with more than 700,000 followers. Marketing Mag sat down with Despo to find out how he went viral overnight and how marketers can do the same. Continue reading.

• New partnership marks the next era of digital OOH retargeting | Australia’s largest network of mobile billboards and digital screens, the MEDIA THAT MOVES NETWORK , is seeking to take on the country’s big out-of-home players, thanks to a new partnership with tech company LUMOS . Continue reading.

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