What would you do with the print-outs of all of your communications with your bank? I can think of a few things, but none of those things is making a big collage and hanging it off my balcony.
However, Kiwibank is so proud of its record with its customers that it’s printed those records out and hung them off the roof of its headquarters in Wellington.
This Sunday Kiwibank will launch its new TVC, by Assignment Group, and it features lots and lots of documents. Instead of the scary reminders we might get about overdue credit cards, Kiwibank’s ad shows staff at the Wellington headquarters printing and collecting lots of approved loan, credit card and overdraft letters (as well as ‘paid’ notices) and sticking them together to make an enormous banner.
The staff then snake up the stairs with the banner before throwing it off the roof to reveal its message: Independence.
Kiwibank general manager of marketing Nicky Ashton says the banner represents what Kiwibank has done for its customers.
“The banner, featuring the single word Independence, is made up of the evidence of the ways in which Kiwibank has helped thousands of customers get on the road to independence.”
Through the ad, which is filled with a multicultural staff cast, the bank compares itself to anyone who has ever immigrated to New Zealand.
“It’s always taken guts to up sticks and call New Zealand home…we have a maverick streak,” it says. And Kiwibank started a revolution to bring this maverick streak to banking, “And every revolution needs a leader”.
The ad will run in cinema, and into the New Year.
The bank points out that eagle-eyed viewers will also notice that New Zealand Post House looks a little different in the clip than in real life – the building had a bit of a digital revamp, including the addition of the Kiwibank logo on its rooftop, to preview what the building will look like after its refurbishment.
At the same time, Kiwibank has launched an online platform, inner.kiwi that holds all of the bank’s customer content as well as communications about what it means to be independent, “financially or otherwise”.
It features video content on how to grow your own produce, tips on your money (“What kind of home loaner are you?”) and a series on four Kiwi “unemployees” who learn to how to be entrepreneurs through running an icecream business.
Kiwibank “Independence” ad credits:
Nicky Ashton – GM Marketing
Regan Savage – Head of Marketing Communications & Content
Vesna Nixon – Personal Marketing Lead
Jerry Waddington – Campaign Coordinator
AGENCY – ASSIGNMENT GROUP
Kim Thorpe – Creative
Howard Grieve – Creative
John Plimmer – Creative
Chris Bleackley – Creative
Rebecca Toomer – GAD
Kathryn Robinson – Planner
Juliet Dreaver – TV Producer
PRODUCTION – WAITEMATA FILMS
Rob Sarkies – Director
Julie Elstone – Executive Producer