Bank of New Zealand - Smart Money launch

How The Bank of New Zealand captured the under thirty market. A new account called ‘Smart Money’ was created for the uninterested under thirties.

Smart Money launch

Category: Consumer ServicesAgency: Colenso BBDOAdvertiser: Bank of New Zealand

SUMMARY

When the Bank of New Zealand set out to grow its share of the under 30s segment it was a daunting task, given the low awareness and poor image perceptions this target held towards the bank. A new account called 'Smart Money' was created for the under 30s – the advertising challenge was to drive acquisition and secure 10,000 new account holders by March 2005.

As this target has little interest in banking or finance they pay scarce attention to communications...

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