Dream team rob southern bank, thighs to be slapped in ‘Invergiggle’

After their combined bacon and dairy victories earlier this year, the dream team of Naked Communications and Josh&Jamie has snaffled another one, SBS Bank. 

SBS Bank general manager corporate performance Lana Winders says she was impressed by the depth of understanding the two outfits displayed.

“Naked demonstrated strong, strategic credentials, a really solid grasp of SBS Bank’s point of difference and just how important the local community is to our organisational values. Josh&Jamie translated this into some charming brand stories that we think our will really appeal to our audience.”

Naked’s Simon Bird said both agencies have hit the ground running after their relatively recent formation and a new brand campaign for SBS Bank, New Zealand’s only customer-owned, community bank, will be launched in mid-August.

“It’s all go and we’re extremely happy with the win as it’s great to work with clients who have such a defined sense of what they stand for and, more importantly, who they’re for. With SBS Bank this is instantly noticeable from the minute you walk into one of their branches.”

Jamie Hitchcock from J&J says the win is a good fit for both agencies. No word on whether oysters will be wrapped with Beehive bacon to make the world’s most delicious snack.

“We’re rapt. It was great to work with Simon again. SBS Bank are a fantastic bunch of people with great plans to build their brand further north and they’ve promised us Bluff oysters in our meetings.”

SBS Bank’s head office is in Invercargill and thee is a 15-strong network of branches across the country. Media will continue to be bought by Independent Media.

Speaking of Invercargill, there’s nothing better than critiquing – and coming up with – town slogans. And Invercargill’s efforts have made for rich material in the past (‘City of Water and Light’, ‘Where dreams are possible etc). Now it seems there’s a new one on the cards that at first seems fairly ridiculous but on reflection might make a bit of sense.

After former Wellington mayor Mark Blumsky managed to get the city council to agree in principle to a branding proposal to make Invercargill the country’s most child-friendly city and entice more families there, the southern outpost could soon be referred to as Invergiggle.

One of Blumsky’s 55 suggestions to make this happen (and perhaps the most important given the inclement weather) was to build the largest indoor playground in the country, an approach that’s in keeping with the way Invercargill has managed to improve its fortunes in recent years.

When Mayor Shadbolt arrived, he realised Invercargill had no real point of difference, except for its wealth of community cash, so he and others set about creating a reason for people to come live or visit, using funds to start up a free-fees scheme and build an array of international quality infrastructure (some foolish optimists now even call it the Melbourne of the South).

Town branding only works if there’s an element of truth to the claims. And with the dairy boom, the potential for oil and gas off the coast, cheese rolls and cheap houses galore allowing plenty of spare cash to buy your toys, Invercargill, a city that held the dubious honour of having the highest rate of population decline in Australasia in the early 90s, has now actually got a reasonably good lifestyle story to tell the city-dwellers.

Still, it remains to be seen if branding can overcome engrained perceptions – and the bad weather.

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