BNZ tries to relate to youth to get them on YouMoney

  • Advertising
  • March 11, 2013
  • Sim Ahmed
BNZ tries to relate to youth to get them on YouMoney

BNZ Bank launched its YouMoney online banking service last month, now the company is pushing a new ad campaign across TV and online to attract the youth to what is seldom considered cool: a bank.

 
 
 

http://www.youtube.com/watch?v=j6ibLjiH94g

http://www.youtube.com/watch?v=dYM3d9CbUB8

http://www.youtube.com/watch?v=cAnA_QyHuQw

Four 21-second spots highlight the typical uses of money in adolesence, using the bank's snazzy YouMoney interface to do the storytelling. Lucy needs money to throw a party, Dan wants to impress his date, Tom needs to pay his Disney-villian landlord, and Jo – well, we all know a Jo. The four videos have had around 43,000 views on YouTube.

Accompanying the ads are online banners across several popular New Zealand websites (it seems BNZ has forgotten to send StopPress one), where the audience can win a share of $25,000 by dragging and dropping money into accounts like they would on YouMoney.

Segments ran on U Live with the youth-channel's hip hosts talking about the jiving service.

"[I'm] really proud of the campaign, which elegantly and simply shares the story of just how cool the product really is," says BNZ's captain cool and head of marketing communications, Rob Cooke.

CREDITS:

Agency: Colenso BBDO

Creative chairman: Nick Worthington

Executive creative director: Steve Cochran

Digital creative director: Dan Wright

Production company TV: Assembly

Digital business director: Greg Forsyth

Agency producers: Katie Knight, Amanda Theabold

Planner: Ange Legge

Account team: Paul Wilson, Sophie Martignier

Client: BNZ

Head of marketing comms: Robert Cooke

Online strategy & business development manager: Mike Byrne

Head of retail marketing: Mark Dunmore

Campaign manager: Kris Hansen

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