Heartland Bank launches new campaign via True

Heartland Bank and True have launched a campaign that empowers Kiwis financially in retirement.

The work (the first in partnership with indie agency True) includes online, radio, OOH, press, a complete design refresh and a brand new TVC made in collaboration with ToyBox.

Heartland Bank is a provider of reverse mortgages in Aotearoa, which help customers access the value of their home without needing to sell.

The campaign is all about how a reverse mortgage can help older New Zealanders make the most of their retirement.

A great project to start the year

The TV ad features a retired couple discovering that the answer to the thing they always wanted – a new kitchen – is right there in their walls. The TVC was directed by Steve Saussey, produced by ToyBox and will run on TV and online.

True senior creative Jess Reihana says: “The team at Heartland Bank are passionate, collaborative and nice, which made this a great project to kick off the year with.

“And it was a pleasure working with Steve Saussey and everyone from Toybox, as they added that special dollop of magic to bring the subtly special effects-laden TVC to life.”

The perfect time to re-engage

The campaign is supported by outdoor and press, as well as a suite of online videos featuring Heartland Bank’s new ambassador Judy Bailey.

Leanne Lazarus, CEO at Heartland Bank, says: “Not only is this the first big brand campaign we’ve done in a while, but it’s also our 150-year anniversary. So, it’s the perfect time to re-engage with New Zealand with a new campaign.

“It was great for the team to travel around the country with Judy Bailey, meeting customers in their homes and hearing about how their Heartland Bank reverse mortgage has helped them live more comfortably in retirement.”