ANZ 'Inspired' magazine is a relevant and compelling bi-annual lifestyle publication targeted at women 35+. This segment marketing initiative demonstrates ANZ's commitment to this demographic and encourages women to approach their future with greater financial confidence.

Creative Strategy
Generally, women are heavily reliant on family and friends in their social network and don't see banks as being 'approachable' when seeking out money advice. Their media consumption habits show that magazines are highly valued. Our creative strategy was to build a lifestyle magazine around informative content that would facilitate the transition through emotionally engaging and challenging life stages for women. This 'gentle expert' approach would encourage women to be better prepared at

key stages of their lives that can, and could have significant financial implications.

'Ideas and inspirations to live life well' was the tagline we created to establish the core spirit of the magazine. Through design, art direction and content, this 'spirit' was developed as the thread to engage the reader and have the magazine look as non-bank and 'lifestyle' as possible. Minimal bank branding was applied to the publication which reinforced this 'gentle expert' approach.

ANZ have been able to form a stronger connection with a growing market while entertaining, informing and educating. With insightful content, the 68 page 'Inspired' magazine, empowers mature female customers to make the connection between their lifestyles and financial goals.

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