Advertiser: BNZ
Agency: COLENSO BBDO
Category: Copywriting
Advertising campaign: BE GOOD WITH MONEY
Digital Designer: Craig Thompson (Colenso BBDO)
Planning Director: Andy McLeish (Colenso BBDO)
Agency Producer: Jen Storey (Colenso BBDO)
Copywriter: Christie Cooper (Colenso BBDO)
Designer: Kate Slavin (Colenso BBDO)
Director: Gary Freedman (Glue Society)
Account Manager: Hannah Watson (Colenso BBDO)
Art Director: James Conner (Colenso BBDO)
Production Company Producer: Justin Pollock (Park Pictures)
Executive Creative Director: Steve Cochran (Colenso BBDO)
Digital Creative Director: Terry Williams-Willcock (Colenso BBDO)
DOP: Toby Schleissler
Production Designer: Tom Foden
Production Company Producer: Michael Ritchie (Revolver)
Editor: Bernard Garry (The Editors)
Chief Marketing Officer: Craig Herbison (BNZ)
Production Company Producer: Jackie Kelman Bisbee (Park Pictures)
Senior Account Director: Jo Underdown (Colenso BBDO)
Creative Chairman: Nick Worthington (Colenso BBDO)
Group Account Director: Paul Wilson (Colenso BBDO)
Agency Producer: Serena Fountain-Jones (Colenso BBDO)
Effectiveness
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, NZ Marketing Magazines #1 story of September and created NZ’s biggest online conversation 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? •Market share figures won’t be available to us until September 2015.•The new brand platform is translating to business results, all campaigns since this launch have seen uplifts in sales against the previous year.
Implementation
For three weeks unbranded “Money is Good” and “Money is Bad” statements appeared around New Zealand, we started with social media like memes and blogs, ambient media like street stencils, projections, street posters, static stickers and billboards and two unbranded pieces of film. The films featured the same actor walking down the same street, delivering the same lines, with the same cast. But one is in daylight highlighting the positive uses of money, the other at night showing money as an evil force.We then revealed BNZ’s involvement with a 90 second film 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.” This reveal was amplified by a staff launch, new website, billboards, online, in store, print and social media.
Campaign Description
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.