The Most Prosperous ATM
Bank of New Zealand
Issue 47 | June 2018
Agency
Colenso BBDO
Creative Team
Chief Creative Officer Levi Slavin CD Kim Pick Art Director Charlie Godinet Copywriter Eloise Jack
Production Team
Head of Integrated Production Scott Chapman Agency producer Hamish Mortland Agency producer Miranda Bucknell-Whalley Director James Rua Editor Luke Urquhart Illustrators Anton Petrov & Yulia Vysotskaya Group Business Director Lucy Grigg Delivery Director Mike Bonner Photographer Brent Courtney Senior Planner Martin Wong Account Executive Tom Williamson
Other Credits
Client BNZ CMO Jason Chan BNZ Head of Brand Jodene Murphy BNZ Brand Manager Briar Rowe BNZ Digital & Social Media Producer Indiana Burnett BNZ Brand & Sponsorship Consultant Joanna Leyland BNZ Social Communities & Content Manager Yvonne Brill
Date
February 2018
Background
Every Chinese New Year, millions of crisp, new notes in hong bao envelopes are gifted all over the world. And the newer the notes, the more prosperous the gift. That means the lead-up to the New Year often sees huge queues forming at banks, as Chinese New Zealanders line up to order brand new notes, and fresh hong bao envelopes to put them in, ahead of time.
Idea
This year, BNZ wanted to help make Chinese New Year just that little bit easier for Chinese New Zealanders with the Most Prosperous ATM.
One of BNZ’s busiest ATMs was filled with fresh, new notes, straight from the treasury - and rewired to dispense hong bao envelopes too. It was redesigned to feature a beautiful illustration, celebrating the Year of the Dog.
8 is thought to be a lucky number in Chinese culture so the Most Prosperous ATM was officially opened at 8:08:08am, at 80 Queen Street.
Busy passers-by could simply visit the ATM and get everything they needed for their New Year gifts sorted on the spot.
Results
In the lead-up to Chinese New Year, the ATM saw a 25% lift in transactions.
That made it the ATM’s busiest period of the entire year – even beating out Christmas.
And on social media, the ATM had almost 100% positive feedback from the Chinese New Zealand Community.
Our Thoughts
Every single step along the customer journey provides brands with an opportunity to be of use and of value to their customers. This requires thought and expense and many brand managers simply can’t see the point. Or they simply put irritating messages in front of people, like ‘Happy Chinese New Year!’. I don’t want an ATM to talk to me. I want it to do its job and give me money. If it can give me money in a way that’s relevant and helpful, then hurrah! I’ll feel warmly towards the bank and that warmth may be of some commercial value at some point in the future.
It costs so much less to keep a customer than to acquire a new one, it never ceases to amaze me how few companies invest in it.
This ATM is dispensing more than fresh notes for Chinese New Year, it is dispensing consideration and care.