Kiwibank – Call to arms & join the movement
Category: Grand Effie for Sustained Success (Gold) & Return on Investment (Bronze)Agency: OgilvyAdvertiser: Kiwibank
SUMMARY
Kiwibank opened for business in March 2002 and amassed 400,000 customers in its first few years. However, by 2006 it was ready to ramp up its communications and challenge the status quo with its unashamedly patriotic campaign. The sustained campaign has achieved outstanding success and placed Kiwibank in a strong position to retain current customers and attract new ones.
MARKETING CHALLENGE
There were several challenges Kiwibank needed to overcome. It had...