|Brand||BANK OF NEW ZEALAND|
|Product / Service||BANK OF NEW ZEALAND|
|Entrant||COLENSO BBDO Auckland, NEW ZEALAND|
|Idea Creation||COLENSO BBDO Auckland, NEW ZEALAND|
|Media Placement||MEDIACOM NEW ZEALAND Auckland, NEW ZEALAND|
|Production||COLENSO BBDO Auckland, NEW ZEALAND|
|Matt Barnes||Colenso BBDO||Head of Digital|
|Yvonne Brill||Bank of New Zealand||Social & Content Manager|
|Fabio Ciglanio||Colenso BBDO||Senior Software Developer|
|Haylie Craig||Colenso BBDO||Digital Creative|
|Maria Devereux||Colenso BBDO||Executive Creative Director|
|Serena Fountain-Jones||Colenso BBDO||Senior Integrated Producer|
|Lucy Grigg||Colenso BBDO||Group Business Director|
|Jodie Heron||Colenso BBDO||Digital Designer|
|Krissi Holtz||Bank of New Zealand||Social & Content Lead|
|Carmen Holyoake||Bank of New Zealand||Social & Content Lead|
|Reks Kok||Colenso BBDO||Retoucher|
|Jodene Murphy||Bank of New Zealand||CMO|
|Anastasia Potter||Colenso BBDO||Business Director|
|Kim Ragan||Colenso BBDO||Creative Director|
|Baxter Richardson||Colenso BBDO||Photographer|
|Briar Rowe||Bank of New Zealand||Head of Brand|
|Levi Slavin||Colenso BBDO||Chief Creative Officer|
|Harrison Stone||Colenso BBDO||Account Co-ordinator|
|Claudio Varoli-Piazza||Colenso BBDO||Senior Digital Producer|
|Nick Worthington||Colenso BBDO||Creative Chairman|
|Todd Wright||Colenso BBDO||Digital Producer|
|Mia Williams||Colenso BBDO||Junior Integrated Producer|
Bank of New Zealand’s mission is to help all New Zealanders be good with money. Especially when they’re at their most vulnerable - like when it comes to late night online shopping. In fact, drunk shopping is a billion dollar industry. This is a waste of New Zealander’s hard-earned money, and an opportunity for BNZ to help them take pause before making a purchase they might not need.
We created ‘Checkout Checkpoint.’ It’s the online shopping version of a sobriety test. A series of fun mental and motor-skill tests that interrupted a potentially impaired path to purchase. Each game used the phone’s native gyro, haptic feedback and interactive touch functions. They were embedded into time-based ads that interrupted late night online shoppers to ensure they were fit to Buy Now.
New Zealand has a drinking culture. So, talking to kiwis about the effects their drinking might be having on their bank balance is highly relevant. Bank of New Zealand’s mission is to help kiwis be good with money, even at 3am. 81% of people use Instagram to help research products and services, so they are often in shopping mode already when on social. But if they are fatigued or impaired it can result in a major #ShoppingFail. So instead of creating ads that encourage consumerism, we created gamified link ads on social that double as a shopping sobriety test to see if you are truly fit to buy. And if not, it has prevented you from purchasing a miniature drumkit instead.
Each game was embedded into time-based link ads within Instagram and Facebook that interrupted late night online shoppers, to ensure they were fit to hit Buy Now. The UX and UI were designed to disrupt shoppers and keep them engaged, therefore not shopping, by mimicking familiar games.
Shoppers spent over 2 mins playing our ads. 64% of them failed our tests, which potentially stopped over 6000 #shoppingfails in one week.