BNZ has launched its first major brand campaign in some time.
StopPress understands BNZ has ended its retainer agreement with Colenso BBDO. This does not impact the agency’s standing as the lead creative agency on the account, but other circling agencies are hoping it will eventually. PLUS: BNZ still on a hunt for a replacement for Craig Herbison.
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.
With sports teams, we often speak in the possessive, referring to “our team”, “our win” or “our home turf” even though none of those things actually belong to us. Well, BNZ is looking to give the endless stream of possessive phrases some more meaning with a new campaign that allows New Zealanders to claim a piece of the Crusaders’ turf for themselves.
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?