ASB's first TVC via With Collective features the 'Ghost of San Francisco' as the bank celebrates the America's Cup win with a cheeky smile.
Marketing, advertising & media intelligence
The Apple vs Android debate has hit the banks, as BNZ rolls out Android Pay with Krunch and Colenso BBDO in the wake of ANZ’s Apple Pay.
When creating a marketing campaign, 'death' and 'pledge' are typically words to avoid, unless you want your customers to think you are locking them into something sinister. But BNZ and Colenso BBDO have purposefully pulled these unused words out of the hat to create a new meaning for mortgages across a technical campaign.
Talk of the cashless society has abounded at least since the beginning of this century, but a surge in contactless payments suggests cash may not be king for much longer. And cards could be on the way out too, because, following on from the launch of Semble earlier this year, ANZ has announced the release of its goMoney wallet, which lets customers to pay with their smartphones.
After Craig Herbison was appointed as BNZ’s chief marketing officer in 2011, his first big act was to launch the new brand platform in the form of a polarising, existential teaser campaign that asked whether money was good or bad (answer: neither, it’s what you make of it that counts). Since then he’s made ‘Be Good with Money’ a central pillar of the business and around one year ago, he was promoted to director of retail banking and marketing. So, after saying goodbye to the Airpoints scheme and launching another confronting campaign about the perils of not planning ahead, are the marketing efforts paying dividends?
Let the panting begin: ten Kiwis get ready to 'run down' their home loan rates at the ASB Auckland Marathon
ASB previously put its clients to work by getting them to accumulate as many likes as possible in return for lower mortgage rates. And for its latest campaign, the bank is again giving some of its customers control of how low their interest rates might go—but this time they have to sweat for it. As part of its 'Run Down Your Rate' competition, the bank has selected ten customers (through a random prize draw) who will be able to run down their interest rates during the ASB Auckland Marathon.
Listen: Airbnb user design experience manager Jenny Arden on design building trust, design-thinking and designer-founders
Since 1964, Kashin, the ASB moneybox, has been an inhabitant of countless Kiwi homes, serving as a tool used by parents to teach their kids about the value of money. However, at a time when coins have become something of a rarity, Kashin was becoming a largely unused anachronism—a white elephant, if you will. So, in response, ASB and Saatchi & Saatchi have given Kashin a digital makeover and introduced a new moneybox called Clever Kash.
In most instances, losing an item is little more than a frustration, but it can be quite a major problem when the said item is a credit card. Usually, the relisation that a credit card is missing is followed by about 20 minutes of manic searching, 30 minutes of concern about where you were pick-pocketed and then the painful recognition that you'll have to cancel the card for security's sake. Then, once the card is cancelled, nothing is quite as annoying as finding the now useless piece of plastic lying in your wardrobe. And given that its app helps users avoid the panic, ASB has released a new spot that takes a quirky look at a more relaxed search for a lost card.
The way the world is going, it probably won't be too long before the mobile phone renders cards obsolete. But until that happens, ASB is using the phone to make using cards easier by allowing customers to set temporary locks and maximum withdrawals and restrict contactless, international and online payments.
It’s been just a few days since Air New Zealand announced its departure from Airpoints partner BNZ to team up with Westpac, but banking brands have fast taken action pushing themselves out through social media via sponsored posts (featuring an array of creative airline puns) to make sure they’re not overshadowed by the new partnership deal. Here’s what BNZ, Westpac, Kiwibank and ANZ have been up to.
Kiwibank has been beating the drum of independence since it was founded in 2001 and it made it very explicit in its last ad when it printed out a bunch of bank records, made them into a huge banner and shouted it from the rooftops. That ad featured a range of proudly independent staff and its next effort, also via Assignment, features proud customers dancing a dance of financial independence.
With the launch of Apple Pay last month, Semble last week and various other schemes, being able to pay with your mobile phone is fast becoming a reality. But bank customers have been doing it for a few years now. And ASB says financial transactions through its mobile app have increased by two thirds in the past year, pushing internet banking firmly into second place.
Following on from the series of unfortunate events that provided the narrative for the first part of 'Time really is money' campaign, ANZ has now released a sequel that gives a markedly more positive re-imagining of the day in the protagonist's life. The second spot, released over the weekend, gives a scene-by-scene reversed reworking that eventually presents ANZ's mobile banking as the catalyst that allowed the evening's proceedings to run more smoothly.
To some degree banks have always been publishers, producing voluminous pamphlets and documents relating to their accounts, interest rates and credit card deals. And while this has served the utilitarian purpose of providing information to both current and potential clients, it has always been a bit vapid in the story-telling department. So, in an effort to fill the narrative-shaped hole in its offering, ANZ has launched BlueNotes, a digital publishing site updated daily with news stories directly relevant to the bank and the financial industry.
A new Australian ad conceptualised by Clemenger BBDO Sydney depicts skateboarders making Visa PayWave purchases while skating in the bowl. During the course of the 60-second TVC, various people (even a guy in a suit) are shown making payments, mid trick, for coffee, pizzas and tacos at an ad-hoc take-away store.