21 June 2006
Bank of New Zealand triumphs at the world’s biggest advertising festival
Bank of New Zealand has been awarded a prestigious Gold Lion Direct award at the 53rd International Advertising Festival in Cannes for its student banking services ‘Body Parts’ campaign.
Developed by Aim Proximity, the campaign promoted Bank of New Zealand’s student Campus Pack - the only banking package with a combined discount and banking card. The brief was to create an initiative that was engaging and irreverent enough to appeal to smart university students who don’t like being patronised but love being entertained.
The innovative and humorous Body Parts campaign parodies life as poor desperate students who sell their own body parts for money; it positioned the Bank of New Zealand student account as the ideal solution as it saves the student money and also brings discounts.
The marketing drive consisted of direct mail packs sent to Bank of New Zealand customers, ads in student magazines, banner ads on student association websites, inserts in orientation showbags, posters on and around university campuses and on campus ‘street theatre’ with actors giving out brochures. All material carried a response mechanism and was incentivised with a prize draw. The activity, which took place between February and March 2006, was supported by on-campus bank staff signing-up customers on the spot.
Shona Bishop, Bank of New Zealand General Manager Marketing said: “A Gold Lion Direct is one of the highest accolades for any company in the financial services sector and we are delighted to have our work recognised and singled out for praise by the world’s leading advertising experts.
“The Bank is at the leading edge of customer services and product offerings and now our marketing is also groundbreaking; this award adds to the momentum we have established with our Pig Tales brand campaign.“
Jane Eagles, AIM Proximity Group Account Director said: “This is a totally unexpected piece from the financial services sector and shows how Bank of New Zealand is at the forefront of marketing. We designed a campaign that would get noticed during the busy orientation week, while communicating the offer in an entertaining way. The key message of the campaign perfectly encapsulated the key benefit of the product.”
Some 24,863 entries from around 81 countries have been submitted to the Cannes Lions awards this year representing a 12.5 per cent increase up on last years’ entries. The event started on 18 June and is due to finish on 24 June 2006. Bank of New Zealand was awarded its Gold Lion Direct in the Financial Products and Services category.