The gold card campaign is expected to launch within four to six weeks.
Rapp managing director, Sean Cooper, said that ANZ Gold would be "a mass market product but targeting a specific mindset", but he declined to elaborate on the psychographic target market.
"The gold card market here has lost its lustre over the past years. Gold no longer carries that much prestige, and it has become devalued to the point that it has become a standard entry-level card. So the question was how to make the value proposition different and unique from the other cards,
Cooper said.
He said the campaign could include "an event such as the blimp
and added that television, print and outdoor executions were all in the pipeline, with the main acquisition route likely to be handled through press and below-the-line.
