New Kiwibank brand campaign
05 August 2013
MEDIA RELEASE: New Kiwibank brand campaign
Kiwibank’s new brand campaign launched on Sunday 4th August. The TV campaign features Kiwibank’s own customers, naming the bank they switched from to join Kiwibank.
This campaign is a distinct evolution from Kiwibank’s 10th birthday which featured 10 year-old Kiwis. With that campaign we evolved our tone to be more overt about standing up for NZ, rather than standing against the other banks.
This time, although we name our competitors, the tone is overwhelmingly positive and upbeat, and we’re trying to convey the positive groundswell of public support that has built Kiwibank into what it is today.
We know a lot of New Zealanders have considered switching to Kiwibank but haven’t made the move yet. This campaign is designed to be a strong call to action to excite and inspire Kiwis to move their banking to us.
The campaign line “Every Revolution Needs a Leader”– recognises Kiwibank’s strong challenger roots over the last 11 years but also the leadership the bank is showing in the New Zealand market now and into the future.
The soundtrack in the ad is from the band Streets of Laredo, is called “Girlfriend” and is published by Native Tongue. Streets of Laredo is a four-piece indie-folk band, based in Brooklyn (NY), but the members (siblings Dan, Dave and Sarahjane Gibson, as well as Si Moore) hail from NZ.
Nicky Ashton GM Marketing at Kiwibank says “I’m delighted by seeing so many of our customers in the ad. They really represent the types of Kiwis who believe in NZ and show that by backing a strong, locally-owned bank. I hope that others who see this campaign will feel proud of Kiwibank, and want to trust us with their banking too.”
The TV ad was directed by Gregor Nicholas (Flying
Fish), who also directed Kiwibank’s last brand campaign,
celebrating the bank’s 10th birthday in April 2012.
The TV campaign is accompanied by outdoor and ambient media, as well as digital advertising, and a strong internal campaign to get wider Kiwibank and NZ Post Store Network teams on board.