Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 

Kiwibank targets competitors with Youtube campaign

Kiwibank targets competitor bank customers with online gaming styled ‘Green Ops’ campaign on YouTube


AUCKLAND, 15 August 2011 – In keeping with its position as a challenger brand, Kiwibank is launching a cheeky new ‘bank switching’ initiative for consumers to-day, which is less like a traditional ad campaign and more like a film launch.

Unlike traditional approaches to bank advertising, Kiwibank’s new ‘Easyswitch’ campaign, encouraging consumers to switch to Kiwibank, is focusing primarily around a unique interactive online channel called ‘Green Ops’, with the look and feel of a ‘first-person POV’ styled online game.

Nicky Ashton, Head of Brand & Marketing Communications for Kiwibank, says that the ‘gamification’ approach of the web site aims to provide a richer and more engaging experience for consumers.

“Kiwibank needs to stand out from the competition, so it’s our job to continual-ly find new ways to connect with new customers” says Ms Ashton.

Hosted on a bespoke YouTube channel, the site is built around a loose narrative of an elite team within Kiwibank whose mission it is to help rescue customers from bad banking experiences.

“It’s kind of like ‘Get Smart’ meets the ‘Bourne Identity’, as the Kiwibank ‘Green Ops’ team goes around making it easier for people to switch to Kiwibank. Just one signature and Green Ops will deal with the rest,” says Ms Ashton.

Visitors to the channel can hunt for screen ‘hotspots’ where they will encounter random moments of humour and discovery amidst the pitch for them to switch banks, including some tongue-in-cheek references to Kiwibank’s competitors.

The channel also features a number of interactive elements that will allow users to share their experience with friends via various social media platforms, such as Facebook.

One top secret campaign element will remain under wraps until the 9th of Septem-ber when a lucky new Kiwibank customer stands to be significantly rewarded.

Ms Ashton says the Green Ops site will be supported by an above-the-line media campaign with all the elements of a blockbuster movie launch, including cinema trailers, movie posters with QR codes, outdoor and dramatic cinema styled voice-overs on radio, online advertising and TV spots, all produced by ad agency Ogilvy.

Teasers for the campaign are running now on radio and outdoor, and the site will go live on Monday 15th August.

To preview the Green Ops site, visit http://youtube.com/kiwibankgreenops

- ENDS -


© Scoop Media

 
 
 
Business Headlines | Sci-Tech Headlines

 


Stats NZ: Quarterly Inflation Rising Steadily Across The Board

Higher prices for transport and food have driven up inflation for the all households group in the June 2021 quarter, Stats NZ said today. The ‘all households group’ represents all private New Zealand-resident households... More>>


Stats NZ: Primary Products Push Exports To A New High

New Zealand exports reached a new high in June 2021, off the back of record export values for logs and beef, Stats NZ said today. In June 2021, the value of all goods exports rose... More>>



Energy: New Zealand Could Be World’s First Large-scale Producer Of Green Hydrogen

Contact Energy and Meridian Energy are seeking registrations of interest to develop the world’s largest green hydrogen plant. The plant has the potential to earn hundreds of millions in export revenue and help decarbonise economies both here and overseas... More>>




Statistics: Household Saving Falls In The March 2021 Quarter

Saving by New Zealanders in the March 2021 quarter fell to its lowest level in two years after rising sharply in 2020, Stats NZ said today. Increases in household spending outpaced income growth, leading to a decline in household saving from the elevated levels that prevailed throughout 2020... More>>

ALSO: