Colenso BBDO has developed a new brand platform for BNZ, focusing on the humans behind the balance sheets.
Launched on Sunday, the lead TV spot shows everyday New Zealanders going about their lives while the bank's products and services fit in around them.
This signals only the start of a campaign that will roll out over the next year, with a range of follow-on executions set to build on the new platform. In addition to the TVC, BNZ also worked with Designworks to create the new look for the bank.
Paul Carter, director of retail and marketing at BNZ, says the company wants to be part of a high achieving New Zealand.
"This refreshed brand platform, we think, reflects that ambition in a way we’re very proud of," he says.
“For some time now we’ve been known for helping New Zealanders be good with money and that’s not going to change – we very much see this as our calling. This latest creative is an optimistic evolution of that and brings to life some of the ways we help whether that’s helping to adjust your home loan payments to suit your new circumstances or helping you to visualise a money goal in a way that’s going to motivate you more to reach it."
Colenso first conceptualised the 'Be good with money' positioning for the bank after winning the account back in 2012.
Over the last year, BNZ has been relatively quiet on the brand front, but this campaign clearly signals an important new creative direction for the bank.
Colenso's executive creative director, Steve Cochran, says many brands talk about being customer-first behind closed doors in strategy meetings.
"It’s great to be able to take that positioning and wear it proudly and loudly, knowing it’s already in action throughout BNZ," Cochran says.
“The launch of this new platform has given us and Designworks, the chance to reinvigorate the brand with a fresh and more contemporary feel. We wanted to capture the diversity that New Zealand has today, and a spirit of progress and optimism for tomorrow.”
As an aside, this collaboration also shows that the creative partnership between BNZ and Colenso BBDO remains strong despite the bank's decision to take the agency off retainer at the end of last year.