Kiwibank, in collaboration with Special and OMD, has launched a new campaign inspired by real-life stories showcasing how Kiwibank assists Kiwis in achieving financial security and pursuing their dreams.
The campaign builds upon the success of the 2023 Grand Effie-winning ‘This is Kiwi’ platform, which first debuted two years ago. Highlighting the diverse narratives of Aotearoa New Zealand, the campaign emphasizes the remarkable moments and everyday experiences that define Kiwi life.
Simon Hofmann, Kiwibank’s General Manager of Brand and Marketing, expressed the bank’s commitment to helping Kiwis thrive financially. He shared a heartwarming anecdote about a 68-year-old first-time homeowner, highlighting Kiwibank’s innovative solutions in action.
The campaign’s latest story revolves around a Kiwi family diligently saving for a holiday when their adventurous cat, Brutus, goes missing. Through a series of unforeseen events, the family’s saving habits, facilitated by Kiwibank’s digital products, enable them to adapt their plans and reunite with Brutus while still enjoying their vacation.
Lisa Fedyszyn, Chief Creative Officer at Special, emphasized the Kiwi tradition of storytelling, leveraging selective truth and playful exaggeration to create a hyper-realistic narrative. Inspired by a true story of a New Zealand cat’s unexpected journey to South Korea aboard a container ship, the campaign weaves together elements of imagination and reality to celebrate the resilience and ingenuity of Kiwis.
Hofmann reiterated the importance of savings habits in navigating life’s uncertainties, emphasizing that even small savings contributions can make a significant difference in achieving financial goals. With over 70% of Kiwis regularly saving, Kiwibank aims to empower individuals to prepare for life’s unexpected twists, whether it be a car repair, homeownership, or a mischievous pet’s escapade.
Shaun Fitzgibbon, Managing Partner at TRA, highlighted the resilience of Kiwis in the face of financial challenges, underscoring the crucial role of banks in supporting customers’ savings goals and fostering healthy financial habits for a brighter future.
Rooted in real Kiwi experiences, the campaign reflects Kiwibank’s unwavering dedication to empowering Kiwis to be better off, one story at a time.
