Stoppies 2017: Kiwibank's risk-taking pays off to win Best Ad That's Not An Ad Award
Kiwibank started 2017 by pushing the boundaries of advertising. Wanting to spark a conversation about money and New Zealanders' behaviour with their finances, the bank, with Ruckus and TVNZ, created a whole TV series called Mind Over Money. General manager of marketing communications Regan Savage explains the move away from the TVC.
What inspired you to try something different to the classic TVC?
It was driven by two things – the objective to help New Zealanders normalise the conversations around money; and the awareness that creating content people want to watch would trump traditional advertising for this objective.
What did you hope to achieve with the series and did you achieve it?
We wanted to create a popular TV show, a positive brand impact, and achieve commercial sales targets. We achieved all three.
Were there any unexpected outcomes or challenges to overcome?
We were lucky to have partners in Ruckus and TVNZ that shared and respected our objectives, and we, of course, were very aware of the integrity of Nigel Latta’s public brand, and the need to respect that. The biggest marketing challenge is transitioning viewers to engage on a second screen, either during or after the show.
Do you see any dangers in investing in such a big campaign?
Not if you do your homework and put the consumers first!
What’s your advice to other businesses thinking about investing in a big campaign that pushes the boundaries?
Make sure your goals are genuinely aligned with those of your product on partners. And that you have the right mix of risk and bank-ability. We knew Nigel Latta always made top-rating TV no matter which topic he tackles, even if he hadn’t explored this specific topic in great detail previously.
This story originally appeared in the Special edition of NZ Marketing magazine to celebrate the Stoppies.