ANZ (Australia and New Zealand Banking Group) was experiencing falling share of voice, declining consideration, and reputational fallout. For the New Zealand market, strategy determined ANZ needed a broad communications platform grounded in the financial realities of New Zealanders. Messaging focused less on ‘why’ people wanted to reach financial goals than ‘how’ they could achieve them. This core insight underpinned memorable ads featuring the imaginary Sharma family and innovative products such as loans for sustainable home energy. Evidence communications worked includes increases in customer acquisition and market share, and econometric modelling estimating $183m of profit was generated.