It appears KiwiSaver's a hot topic right now, with ANZ comparing choosing a scheme to dating in its latest campaign, while Forsyth Barr is encouraging Kiwis not to follow the pack.
Launched by TBWA, ANZ's campaign is designed to showcase the benefits of the bank's KiwiSaver scheme. In the ad, a dad tells his son not to take choosing a KiwiSaver scheme lightly. His advice is to approach the decision like dating: choose a scheme, i.e partner, that will support you in the long-term, instead of a dating app like Tinder where it's all about "instant results".
It also watches the dad take a jab at his sons' lazy behaviour when explaining what an actively managed KiwiSaver scheme means.
TBWA executive creative director Christy Peacock says the campaign uses charm, empathy and humour to communicate how ANZ’s KiwiSaver scheme can help people get on top of their money.
“ANZ is here to help all New Zealanders make more of what they’ve got. That’s why they have a KiwiSaver scheme that works hard for them. The challenge for us was how to make some endearing and engaging work about a topic not many people are interested in talking about.”
The father and son duo live beyond the TVCs as well as they mark ANZ's KiwiSaver information online.
ANZ is New Zealand's biggest Kiwisaver provider, with over $10 billion under investment in 2017.
"That means for every four dollars invested in KiwiSaver, ANZ handles $1 ... Morningstar's figures show the six largest KiwiSaver providers have 85 per cent of the market. ANZ is the largest followed by the ASB, Westpac, AMP, Fisher Funds and Kiwi Wealth."
Forsyth Barr has also taken on the challenge of getting Kiwis interested in KiwiSaver, however, it took a more surreal approach to its new ‘Sheeple’ campaign.
Launched by FCB New Zealand, the campaign calls for Kiwis to think seriously about choosing a KiwiSaver scheme and not just follow the pack.
The human-sized sheep (with human personalities), developed by Flux Animation Studios, talk to the camera about never thinking about which KiwiSaver to choose. The ‘Sheeple’ campaign will be rolled out across TV, digital, billboards and in print.
Trish Oakley, head of the Summer scheme at Forsyth Barr, says they want to help people get the most out of KiwiSaver and the first part of that is to get people to take it seriously. The solution: make a joke about it.
“When we talked to different people we got an insight into how low priority choosing a KiwiSaver scheme is for most New Zealanders. We totally understand that so we wanted a campaign that was engaging and would prompt people to take a second look and not underestimate the importance of a saving scheme.”
This new marketing activity in the multi-billion Kiwisaver industry comes at a time when the rules around providers having to disclose the actual amount Kiwisavers paid on fees rather than just a percentage have changed and a disruptive force in the form of Simplicity, a very vocal, and not-for-profit option, has been doing its bit to shake up the market.
Head of consumer marketing: Matthew Pickering
Senior marketing manager: Philippa Wilkinson
Marketing manager: Marie Cherry
Campaign title: ANZ KiwiSaver
Agency: TBWA Group NZ
ECD: Christy Peacock
CD: Ashwin Gopal
Creatives: David Sylvester, Watchara Tansrikeat
Group Business Lead: Kate Heatley
Business Director: Thomas Penn
Senior Account Manager: Keshvi Lal
Agency Producer: Jodie Hari
Production Company: Plaza Films
Director: Paul Middleditch
Producer: Peter Masterton
DOP: Tristan Milani
Production Designer: Bruce Everard
Offline Editor: Jim Hudson TBWA
Online Editor: Stu Bedford – The Machine Room
Colourist: Pete Ritchie
Sound Design and Mix: Liquid Studios – James Dean
Forsyth Barr Credits:
Agency - FCB NZ
Animation: Flux Animation Studios
Director - Laban Dickinson
EP - Joshua Forsman
3D Team - Jonathan Paccou, Conrad Crooks, Bas Barriball, Bonita Sidhu
2D Team - Jono Cardno, Alan Cochrane