BNZ Bank launched its YouMoney online banking service last month, now the company is pushing a new ad campaign across TV and online to attract the youth to what is seldom considered cool: a bank.
Four 21-second spots highlight the typical uses of money in adolesence, using the bank’s snazzy YouMoney interface to do the storytelling. Lucy needs money to throw a party, Dan wants to impress his date, Tom needs to pay his Disney-villian landlord, and Jo – well, we all know a Jo. The four videos have had around 43,000 views on YouTube.
Accompanying the ads are online banners across several popular New Zealand websites (it seems BNZ has forgotten to send StopPress one), where the audience can win a share of $25,000 by dragging and dropping money into accounts like they would on YouMoney.
Segments ran on U Live with the youth-channel’s hip hosts talking about the jiving service.
“[I’m] really proud of the campaign, which elegantly and simply shares the story of just how cool the product really is,” says BNZ’s captain cool and head of marketing communications, Rob Cooke.
Agency: Colenso BBDO
Creative chairman: Nick Worthington
Executive creative director: Steve Cochran
Digital creative director: Dan Wright
Production company TV: Assembly
Digital business director: Greg Forsyth
Agency producers: Katie Knight, Amanda Theabold
Planner: Ange Legge
Account team: Paul Wilson, Sophie Martignier
Head of marketing comms: Robert Cooke
Online strategy & business development manager: Mike Byrne
Head of retail marketing: Mark Dunmore
Campaign manager: Kris Hansen