Sorted’s ‘Think, Shrink and Grow’ money management cycle, which was intended to up the engagement and become the financial equivalent of 'Slip, Slop, Slap', kicked off in March last year. And now the circle is complete, with the last phase of the campaign showing its animated spokesmouse encouraging Kiwis to ‘grow’ their money.
“We started with ‘think’, with the mouse encouraging people to make a plan for their money," says Anna Griffiths, marketing communications manager for the Commission for Financial Literacy and Retirement Income. "From mid last year he encouraged Kiwis to get shrink their dumb debt. Now he’s focusing on getting New Zealanders to start a regular savings habit and grow their money."
In a world driven by consumption and fuelled by credit, promoting saving is a tough sell. But in the new TVC, via GSL Network, 8com and Yukfoo, the astute rodent hangs out on a Vespa in a scooter shop and waits while a man saves up his money to buy the object of his desire. As the seasons change, the man revisits the shop admiring the scooter through the window while his savings grow.
Outdoor advertising in bus shelters, bus backs and online ads, featuring images of the mouse riding a piggybank that is racing ahead, supports the TV campaign.
“We all fritter a few dollars away here and there and it can quickly add up to a good proportion of your pay packet," Griffiths says. "We’re suggesting Kiwis save that money. It’s okay to start small, even just a few dollars saved regularly will help you develop a savings habit. We want Kiwis to set and forget their savings. An automatic payment straight into a savings account not only makes it easy to save, but we think this is a great way to create a lasting habit that will help Kiwis get sorted. There’s something very rewarding about setting a goal and saving to achieve it.”
SORTED – GROW
Client: Anna Griffiths, Marketing Communications Manager
Agency: GSL Network
Account Direction: Leigh Graham, Carmen Sellwood, Pip Sloan
Creative: Ken Double, John Fisher
Agency Producer: Mary Wall
Film Company: 8com
Director: Luke Shanahan
Producer: Katie Millington
Alan Dickson, Theo Veltman
Editor: Tim Mauger
Music composition: Plan 9 Music
Outdoor/online Design: Stephen Cicala, Jason Bowden
3d animation/retouching: Dave Partridge, Andy Salisbury, Andrew Martis