Teaser campaigns aim to get attention, and given the story about BNZ's unbranded billboards had five times as many clicks as any other story in September on StopPress, it got plenty of it. After the reveal, there was also plenty of interest in chief marketing officer Craig Herbison's explanation of the thinking behind the purposefully controversial campaign, with some blasting it and others applauding its boldness. So now the 'Be Good With Money' platform is out there, BNZ and Colenso BBDO are on a mission to prove the bank can help New Zealanders do just that. And the first cab off the rank is its TotalMoney offset mortgage.
"TotalMoney is a great example of being good with money, having saved customers who’ve switched to it a staggering $191 million in interest since it was launched,” says Andy McLeish, head of planning at Colenso BBDO.
For the ongoing ‘Be Good with Money’ campaign, Colenso BBDO will be telling more stories about simple BNZ innovations that can help Kiwis improve their finances, and the whole campaign is "set against a blue sky, with the BNZ blue, the logo and Southern Cross stars in their rightful place".
Some typically classy animation from Assembly, but we're not sure about that mongrel US-Kiwi accent.
Offset mortgages are pretty common overseas, but they're fairly fresh in New Zealand (Kiwibank also offers it and here's what Consumer had to say about the pros and cons). And the final campaign by BNZ's previous agency Sugar showcased the product and got consumers to test out how much money they could save to pay for things like family holidays, canine casts and moist laptops by pushing them towards an online calculator.
Executive Creative Director
Group Account Director
Senior Account Director
Jen Storey/Megan Robertson
Matt von Trott
Wayne Osborne, Craig Baxter
Craig Herbison - Chief Marketing Officer
Mark Dunmore - Head of Retail Marketing
Rob Cooke - Head of Marketing Communications
Marcia Marsters - Marketing Communications Manager