Popular kiwi musicians to revitalise 'banking'
2 October 2007
BankDirect signs popular kiwi musicians to revitalise ‘banking’
BankDirect is changing its ‘face’ in order to make banking a smaller part of customers’ lives. In doing so, it’s undergoing its first transformation in almost a decade.
The virtual bank is moving the iconic black and white talking head aside to make way for a new genre of bank ad which talks about banking for only 10 seconds. The balance simply focuses on viewer entertainment, in this instance, using live New Zealand music.
BankDirect Marketing Manager, Anna Curzon says they are simplifying the message of banking in order to maximise something that’s memorable for the target audience.
“We know bank customers get sick of their banks talking about banking as though it’s the only thing that matters in life. Yes, banking is a necessary part of the financial life cycle, but it needs to be kept in check. People are busy enough thinking about the things they want to do with their life and we know we’re simply part of the means they need to use to make their goals reality.”
A mix of well-known and up-and-coming New Zealand artists have signed up to perform a live track each, for the entertainment and enjoyment of viewers. Artists include Greg Johnson, Voom, Carly Binding, Gasoline Cowboys and Autozam, with more still to come.
The unique campaign is the first of its kind in New Zealand, and underscores a bigger drive for BankDirect which has been fine-tuning its successful business focus on target market Generation X since last year.
“We were the first to package up and tailor 100% Home Loans with specific benefits for Generation X,” says Ms Curzon. “Features included the option of a three month mortgage repayment ‘holiday’ for people wanting to take maternity leave or go on a mini-OE after three years. This has translated into significant customer growth in the Gen X market for us and we’re about to tailor it with more features they will find attractive.
“We’ve also refreshed our low interest visa which has not only dominated that market, but has also stepped up to support other areas customers are passionate about such as online fashion portal Runway Reporter and just recently, prominent designer Kate Sylvester. The result has been a jump of over 200% in successful applications for our black card.”
Ant Salmon, Director of Big Communications who made the ads says: “The key message we wanted to get across was that banking should be simple, and BankDirect won't take up much of your time with it. What better way to show this than by having BankDirect take a smaller part of its own ads?”
Ms Curzon says, “Everything BankDirect does is about being innovative, with the overriding objective of making banking a smaller part of customers’ lives. We have straightforward products, low rates, expert customer service and customers who enjoy the empowerment of making their own financial decisions. We help them do this by avoiding rhetoric and cutting to the chase so they can feel confident about their choices.”