Be good with money

Background

Bank of New Zealand was one of New Zealand’s ‘big’ four banks.

Its problem was that people were not differentiating it from the other banks.

The task, then, was to create a unique position for BNZ which communicated its leadership position in an interesting and arresting way.

While bank advertising was almost universally boring, money itself was fascinating.

The strategy, then, was to start a conversation about money and what it meant and to try to get New Zealanders joining in.