TSB has released a new commercial via Special Group promoting its Connect Plus everyday account which uses an adorable miniature gardener to pull on viewers’ heartstrings.
The TVC has been released in a 30-second and 15-second version. It promotes TSB’s Connect Plus account, which according to its website includes no fees for ATM or Eftpos transactions, no monthly management fees, customers can access their money through Eftpos, ATMs or online and mobile banking and will go into the draw to win a car every month with “every $100 at the time of the draw” giving customers five chances to win.
This particular TVC highlights how there are no fees for ATM or Eftpos transactions with TSB, with the main message being that “ … you can give the money you save to someone a little more deserving”, in this case in the form of pocket money for a little girl’s gardening work.
The TVC ends with the tagline “TSB bank, putting you, not fees first”.
The bank has been using its social media outlets, namely Twitter and Facebook to promote the Connect Plus accounts and has uploaded an image of this month’s car that’s up for grabs.
Special Group creative director Maria Devereux says this is the first of a few TVCs which will promote other product offerings. The campaign will also include executions in print as well as digital banners.
She says for the TVC Special Group wanted something that was insightful. “We wanted it to be charming and anyone with young kids can relate to it. Little kids often think they’re helping when sometimes they’re not. So it was tonally about it being warm and insightful.”
TSB has the largest ATM network in New Zealand because it doesn’t charge fees at any bank ATM, she says. “Also, if you’re looking after yourself online and on mobile we don’t charge you any fees, which is really how nice people do their banking these days. If you’re working hard for your money you don’t want to give it away to banks unnecessarily.”