Every year, StopPress asks players in the local industry for their reflections on the marketing year that was. Here's what Regan Savage, general manager of marketing communications at Kiwibank, has to say.
Marketing, advertising & media intelligence
Industry happenings at Alloy, Republik, Newsroom, Bauer, Chemistry and Hoyts.
Earlier this year, Kiwibank entered new territory as it branched out of a traditional campaign to fund its own TV series, Mind Over Money with Nigel Latta. Following the series’ conclusion on air, we chat to general manager of marketing communications Regan Savage about its performance, separating itself from branded content and where to next for the series.
From TVC to TV series: Kiwibank, TVNZ and Nigel Latta join forces to bring financial advice to primetime
Our relationship with money is typically something of an afterthought, generally restricted to advice columns and finance pages. However, Kiwibank is taking it mainstream in a new series called Mind Over Money with Nigel Latta, a fully funded series centred on the psychology of money. We talk to general manager of marketing Regan Savage and TVNZ general manager of content solutions Lyndsey Francis about the series and Kiwibank’s decision to take a leap.
Kiwibank is continuing to shed light on the importance of choosing a local bank, with the roll-out of a new 'It's ours, is it yours?' TVC, via Assignment Group, as well as a content marketing pop-up on The Spinoff.
'That's the stupidest thing I've ever heard': Kiwibank hypothesises what would happen if an Aussie bank sent all its profits to New Zealand
Kiwibank has released a cheeky clip, showing the response of Australians to news that a new faux bank, dubbed Oz Bank, would operate throughout Australia but then send all its profits to New Zealand.
Another month, another round of ads competing for the audience's attention. While Colmar Brunton said June provided a great variety, it was Kiwibank that took out top spot for its 'First Savers' TVC, which was created by Assignment Group.
Kiwibank's Katie Byrne reckons there’s more utility to social media than serving as a delivery channel for GIFs and emojis (although both of these activities do play a part).
Kiwibank has turned up the cute in its latest campaign, by Assignment Group, featuring young ones sharing their thoughts on money.
Kiwibank has launched a new campaign challenging Kiwis to look at their future selves in a bid to encourage them to act before it's too late.
Something that stood out during our research for the influencer feature in the latest edition of NZ Marketing was the willingness of brands to relinquish creative control to the content creators they work with. So we followed suit by handing the cover creation duties over to a few brands we interviewed for the issue.
Funky dancers, inflatable orcas, Viking lightning swords and lucky jerseys are thrown into the mix as Kiwibank, Genesis Energy, Cure Kids and ASB get creative this week.
Most people have that private dance that they turn on when no one is looking. It's generally typified by an awkward shuffle that stutters its way across the floor to the beat of whatever sound might be playing in the background. Music is optional, and in most cases the elaborate dance moves are brought to a neck-breaking halt if any spectators—beyond the most trusted—suddenly appear on the scene. However, over the last year, Kiwibank has through its 'Indepen-dance' campaign given these private dance moves the exposure they deserve. And for the latest iteration of the campaign, the bank has turned to its employees for content.