Discovery Channel, Asia Pacific’s number one international television channel and the flagship factual network of Discovery Networks Asia-Pacific (DNAP), and Australia and New Zealand Banking Group Limited (ANZ), one of the region’s most aspirational banks, today announced an exclusive long-form media partnership. The ANZ Game Changers campaign – which is part of the bank’s global ‘Your World, Your Way’ brand strategy – will launch on Discovery Channel on Monday, 29 June across Southeast Asia and Taiwan. The three-month initiative comprises on-air, mobile, digital, social media and press elements.
Jacqueline Tok, Vice President, Advertising Sales, DNAP, said, “Discovery Channel seeks to ignite curiosity, inspire, and celebrate the triumph of the human spirit. With our vast library of high-quality content together with our unparalleled reach across the region, we are able to strategically amplify ANZ’s ‘Your World, Your Way’ philosophy. This exclusive partnership is further testament to the strength and reputation of the Discovery Channel brand.”
Christopher Chew, Head, Brand Management and Marketing Services, Digital and Channels Marketing, International and Insitutional Banking, ANZ Bank said, “Partnering with Discovery Channel was a natural fit – our brand values align well. Through the channel’s various platforms and creation of bespoke elements for the campaign, we can take ANZ’s brand message even further and inspire others to also chart their own course and create their own successes.”
Kicking off the campaign is Game Changers, a custom-curated anthology spotlighting Asia’s trailblazers in fields such as the arts, food and beverage, business, politics and medicine. Among the luminaries profiled are CEO of Harilela group, Aron Harilela; artist Yang Chihung; founder of Spice Global, Bhupendra Kumar Modi, and Vice Chairman and CEO of ImagineX Group, Balbina Wong, whose achievements not only changed their own lives forever but made a difference to individuals and industries across the world. The GAME CHANGERS line-up features:
- CHINESENESS – Yang Chihung (Artist)
- POWER LIST ASIA – Bhupendra Kumar Modi (Founder, Spice Global) and Jose E.B. Antonio (CEO and President, Century Properties Group Inc.)
- PORTRAITS CHINA – Yang Liping (Director and Dancer)
- POWER LIST ASIA – Schauna Chauhan (CEO, Parle Agro) and Balbina Wong (Vice Chairman and CEO, ImagineX Group)
- TAIWAN REVEALED: BODY RECONSTRUCTED – Dr. Wei Fu-Chan (Plastic Surgeon and Professor, Kaohsiung Chang Gung Memorial Hospital)
- PORTRAITS CHINA – Dr. Zhong Nanshan (Medical Professor, Guangzhou Medical College)
- POWER LIST ASIA – Aron Harilela (CEO, Harilela Group) and John Gokongwei, Jr. (President, JG Summit Holdings)
Starting 29 June, the programmes air on Discovery Channel every Monday at 8:00 p.m.(SG) /11:00 p.m.(PH).
The campaign’s on-air component will include personality vignettes, programme highlights, and a promo for the Discovery Channel: Game Changers mobile app which was developed specially for the campaign. The app takes the viewing experience beyond television screens, and is available for download at no cost from iTunes and the Google Play Store. Key components of the app are a video-based business strategy game fronted by CEO of award-winning Infinite Frameworks, Mike Wiluan; a series of fun single and dual-player quizzes which test brand and business knowledge, and programme guides and notifications.
The on-air elements and mobile application will also be driven digitally via a dedicated ANZ Game Changers website and Discovery Channel’s social media platforms in Southeast Asia and Taiwan. The GAME CHANGERS campaign with ANZ Bank was in collaboration with media agency PHD.