Broadcast, Press & Inserts

Be good with money
BNZ
Issue 27 | June 2013
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.
This article is for Directory subscribers only
Login
Submit Your Work
Send us your work for the next issue of Directory using our submissions form
Share
People Also Read
- Beyond The Wall
Issue 27, June 2013 - The #DomiCopter
Issue 28, September 2013 - The Self-Driving Bike
Issue 39, June 2016 - Poppy Drive
Issue 57, December 2020 - The Black Elevation Map
Issue 62, March 2022