With the countdown to Christmas well underway, TSB is exploring what makes the best present and it seems family and friends come out on top.
A near two-minute spot, by the bank's digital marketing team and marketing department, features TSB employees and their family members sharing their thoughts on good Christmas presents and the responses range from new bed sheets to a car and trip around the world. However, the majority of responders say they just want to be with their loved ones.
A TSB spokesperson has told StopPress the aim is to get people thinking about what really matters to them at this time of the year, and what types of ‘presents’ are more valuable than physical gifts.
In the ad, that idea comes across in a couple wanting to have all of the children at home, a woman wanting to be with her friends and family, and a father wanting to go camping with his wife and daughters.
It was filmed by Dom Prestidge, from Twenty Twenty Design + Film, in New Plymouth at various employee homes and community landmarks.
Since going live on 8 December, the ad has been followed by an online competition asking people to share their idea about what makes the best present in the world at the microsite tsbchristmas.co.nz by Momentum Online. Those who share their ideas go into the draw to win it and TSB gives the example of buying tickets for children to return home. Entries close 15 December.
It's hoped the online campaign will grow TSB's social media audience as well as increase engagement, drive positive brand awareness and increase brand consideration.
The TSB spokesperson adds that it wanted the first Christmas social campaign, since the launch of its new brand in October, to be aligned with the new brand and portray authentic stories of real people, or in this case its own people.
The rebrand saw a name change from TSB Bank to TSB, a new logo, and a new advertising campaign by Special Group and Finch to announce the changes.