Advertiser: BNZ
Agency: COLENSO BBDO
Category: Best Use of Screens
Advertising campaign: BE GOOD WITH MONEY
Head Of Planning: Andy Mcleish (Colenso BBDO)
Editor: Bernard Garry (The Editors)
Art Director: James Conner (Colenso BBDO)
Agency Producer: Jen Storey And Serena Fountain-Jones (Colenso BBDO)
Senior Account Director: Jo Underdown (Colenso BBDO)
Director: Gary Freedman (Glue Society)
Production Company Producer: Justin Pollock (Park Pictures)
Production Company Producer: Michael Ritchie (Revolver)
Group Account Director: Paul Wilson (Colenso BBDO)
Production Designer: Tom Foden (Freelancer)
Executive Creative Director: Steve Cochran (Colenso BBDO)
Digital Creative Director: Terry Williams-Willcock (Colenso BBDO)
Chief Marketing Officer: Craig Herbison (BNZ)
Digital Designer: Craig Thompson (Colenso BBDO)
Copywriter: Christie Cooper (Colenso BBDO)
Account Manager: Hannah Watson (Colenso BBDO)
Production Company Producer: Jackie Kelman Bisbee (Park Pictures)
Designer: Kate Slavin (Colenso BBDO)
Creative Chairman: Nick Worthington (Colenso BBDO)
Execution
For three weeks unbranded 'Money is Good and 'Money is Bad' statements appeared around New Zealand. We started with ambient media, but the campaign was amplified when screens were integrated, allowing us to be more emotive, engaging & encourage conversation. We used inner city walls as screens, provoked via social media and ran two unbranded pieces of film in TV and cinema. The films featured the same actor, on the same street, delivering the same lines, with the same cast. But one was daylight highlighting the positive uses of money, the other night showing money as an evil force.We then revealed BNZ’s involvement with a 90 second film that intercut the 'good' and 'bad' films to resolve with 'Money is neither good nor bad, it’s what you do with it.' We amplified using ATM screens, digital screens in BNZ stores and peoples computer screens with social media, online & our new website.
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.
Strategy
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.