Results and Effectiveness

• We got New Zealanders talking about money: with over 100+ stories, 1000+ comments it became one of the most talked about campaigns of 2012. 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). • We established BNZ’s position as the bank helping New Zealander’s be good with money, over 60% of people agreeing with the statement “Helps people be good with money” & increasing BNZ preference and consideration by 8%. • All campaigns since the launch of the new brand platform have seen uplifts in sales YOY.

Creative Execution

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. The integrated media approach meant we reached over 90% of our audience within the first two weeks.

Insights, Strategy and the Idea

Marketing Objectives: 1) To take a leadership position in the category by starting a conversation with New Zealander’s about money. 2) Establish our position as the bank that is helping New Zealander’s be good with money. 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.