Title | BE GOOD WITH MONEY |
Brand | BNZ |
Product / Service | BANK |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Entrant Company | COLENSO BBDO Auckland, NEW ZEALAND |
Advertising Agency | COLENSO BBDO Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Toby Schleissler | N/A | Dop |
Craig Thompson | Colenso Bbdo | Digital Designer |
Craig Herbison | Bnz | Chief Marketing Officer |
Bernard Garry | The Editors | Editor |
Tom Foden | N/A | Production Designer |
Gary Freedman | Glue Society | Director |
Kate Slavin | Colenso Bbdo | Designer |
Justin Pollock | Park Pictures | Producer |
Jackie Kelman Bisbee | Park Pictures | Producer |
Michael Ritchie | Revolver | Producer |
Terry Williams-Willcock | Colenso Bbdo | Digital Creative Director |
Jen Storey/Serena Fountain-Jones | Colenso Bbdo | Agency Producer |
Andy Mcleish | Colenso Bbdo | Head Of Planning |
Hannah Watson | Colenso Bbdo | Account Manager |
Jo Underdown | Colenso Bbdo | Senior Account Director |
Paul Wilson | Colenso Bbdo | Group Account Director |
Christie Cooper | Colenso Bbdo | Copywriter |
James Conner | Colenso Bbdo | Art Director |
Steve Cochran | Colenso Bbdo | Executive Creative Director |
Nick Worthington | Colenso Bbdo | Creative Chairman |
Bank of New Zealand is one of New Zealand’s ‘big’ four banks. But that was the problem. People weren’t distinguishing BNZ as anything special from the others. We were tasked with creating and launching a unique leadership position, communicated in an interesting and disruptive way. In New Zealand (like most of the world) bank advertising is boring. However money is fascinating… so we started a conversation about money. By starting unbranded and asking provocative questions in media all over New Zealand, the campaign felt like a movement. This meant rather than a cynical and disengaged response from New Zealand to another bank campaign, people got involved and participated in the conversation.
What happened as a result of the communication activity? 1) BNZ took a leadership position in the category by getting New Zealanders talking about money: The campaign became one of the most talked about campaigns of 2012 which two other banks and an internet troll tried to highjack. But best of all, 1 in 4 New Zealanders actively did something about their money as a result of seeing the campaign (TNS Research, Oct 2012). 2) BNZ established their position as the bank helping New Zealander’s be good with money, with over 60% of New Zealander’s agreeing with the brand statement “Helps people be good with money” and ultimately increasing BNZ preference and consideration by 8%. How did the communication achieve the goals and influence business outcomes? • The new brand platform is translating to business results, all campaigns since this launch have seen uplifts in sales on average of 709% against the previous year.
For three weeks unbranded “Money is Good” and “Money is Bad” statements appeared around New Zealand, starting in social media channels to stimulate conversation (networks, blogs and forums), ambient media in controversial locations to provoke response (street stencils, projections, outdoor), and provocative films in broadcast media channels (TV, cinema, online) to drive emotional engagement. The films featured the same actor walking down the same street, delivering the same lines, with the same cast. But one was in daylight highlighting the positive uses of money, the other at night showing money as an evil force. We then concurrently revealed BNZ’s involvement in print, outdoor, online and a 90 second film (TV, Cinema) that cleverly intercut the “good” and “bad” tease films to resolve with “Money is neither good nor bad, it’s what you do with it”. BNZ’s point of view was quickly & widely understood. We amplified this with a new website, a staff launch and in stores.