Good With Money Gold Winner
Bank of New Zealand (BNZ) is one of the country’s “big four” banks; however, there wasn’t anything that distinguished the bank from its competitors. But BNZ knows that money talks, so the bank partnered with Colenso BBDO/Proximity New Zealand to launch a campaign centered on the conversation of money, rather than on banking.
For three weeks BNZ and its agencies posted unbranded “Money Is Good” and “Money Is Bad” ads around New Zealand to get people engaged in a conversation. The companies started with billboards, teaser films on TV and in cinemas, posters, projections, static stickers, street stencils, and social media memes and blogs. BNZ then exposed its campaign involvement with a 90-second film playing on TV and in cinemas that intercut the prior “good” and “bad” tease films and revealed that “Money is neither good nor bad; it’s what you do with it.” BNZ promoted the unveiling of its involvement with in-store, online, outdoor, print, social media materials, and a staff launch.
BNZ’s efforts paid off. Within two weeks, the campaign generated more than 100 stories and 1,000 comments on social, as well as reached more than 90% of BNZ’s target audience. The campaign positioned BNZ as the bank that helps New Zealanders be good with money. In fact, one in four New Zealanders actively took action with their finances as a result of being exposed to the campaign. Now that’s a campaign that really makes cents.
Colenso BBDO/Proximity New Zealand