CHECKOUT CHECKPOINT

Short List
TitleCHECKOUT CHECKPOINT
BrandBANK OF NEW ZEALAND
Product / ServiceBANK OF NEW ZEALAND
CategoryB06. Games
EntrantCOLENSO 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

Credits

Name Company Position
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

Background

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.

Describe the creative idea

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.

Describe the strategy

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.

Describe the execution

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.

List the results

Shoppers spent over 2 mins playing our ads. 64% of them failed our tests, which potentially stopped over 6000 #shoppingfails in one week.

Links
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