Kiwibank has released a new campaign with Assignment Group and OMD for its Kiwi Wealth Kiwisaver product which targets women, and to get their attention it has channelled the Magic Mike XXL frenzy creating a special instalment of its ‘Indepen-dance’ videos to screen in cinemas nationwide before the film.
A Kiwibank spokesperson says the campaign builds on the momentum of the previous Indepen-dance campaigns by encouraging women to take control of their financial future by investing in KWKS. “Forty-nine percent of women feel uncomfortable talking about their financial future so we need to reach out to them at a time that is poignant and give them the motivation to join KWKS.”
The spokesperson says this figure comes from the Ministry of Women’s Affairs, which bases the figure on statistics from Statistics New Zealand’s 2014 New Zealand Income Survey.
Who says #KiwiSaver is boring? We want to strip away the confusion (among other things). #cheekyPosted by Kiwibank on Thursday, 16 July 2015
The scheme lets its subscribers go online to see how their money’s being invested, down to individual shares, fixed interest investments, funds and currences and also how investments are performing. More information is available here.
We want to get Kiwi women thinking about their financial situation and to plan for financial independence, so they feel empowered and confident about their future, the spokesperson says. “We’ve used data modelling to establish a really clear target market for our Kiwi Wealth KiwiSaver product, and extend the use of this model beyond data driven marketing into the above-the-line activity.”
The spokesperson says the video accompanying the Magic Mike XXL screenings is a nice fit with the campaign and features a Kiwibank customer, like its other Indepen-dance videos. “Because we’re targeting females and our KiwiSaver members can see exactly where their money is invested, similar to Magic Mike XXL because it leaves little to the imagination.”
Kiwibank general manager Nicky Ashton says: “Our latest KiwiSaver campaign is about empowering women to take control of their financial future. We thought we’d have a bit of fun with the audience and the product benefits seemed a natural fit.”