There are a million and two real life brand stories in the world but Special New Zealand and Kiwibank have reinvigorated the idea gloriously with splashes of quirky humour and a delightful dose of hyperbole.
The new campaign had big footsteps to follow. Its platform, This is Kiwi, won the Grand Effie at the 2023 New Zealand Effies.
The campaign reminds New Zealand that real life stories can come from the most unexpected everyday moments. It tells of the Kiwi attitude towards money and defines the Kiwi version of success. The true story that inspired this story involved a cat that did, in fact, travel from New Plymouth to South Korea via a container ship.
Simon Hofmann, general manager – brand and marketing, Kiwibank, stated, “At Kiwibank, we get to hear, and be part of incredible stories each and every day, like the 68 year old who became a first homeowner thanks to Kiwibank’s innovative Co-own proposition. We’re driven by our purpose to make Kiwi better off, and we love stories like these that demonstrate how our expertise is helping Kiwi in life’s big and small moments.”
Lisa Fedyszyn, CCO, Special New Zealand, added, ‘‘Kiwi are great natural storytellers. But often the retelling of stories comes with a bit of selective truth and light-hearted embellishment. This gave us the creative licence to explode the narrator’s imagination in a world of hyper reality. This latest iteration is inspired by a real story about a NZ feline that cleverly stowed away on a container ship and ended up over 10,000 kms away in South Korea and we’ve used this as the inspiration for a story of family saving for all of life’s plot twists.”
Following on from the first real kiwi story of cupcakes and side hustles, the next story focuses on a Kiwi family who are busy saving for a holiday when Brutus, their adventurous cat, goes missing – and turns up in a very distant and unexpected place. Because of family’s committed saving habits enabled by Kiwibank’s digital products they’re able to make spontaneous plans to get Brutus back AND enjoy a holiday at the same time.
Hofmann noted, “Saving can mean different things to different people and while many people are navigating challenging economic times, we know that over 70% of Kiwi are still regularly saving – even if it’s just a small amount. Adopting just one saving habit or behaviour can help people achieve a goal and be prepared for all of life’s plot twists – whether that’s an unforeseen car repair, a first home or a runaway cat.”
Says Shaun Fitzgibbon, managing partner of insights consultancy, TRA: “There is no doubt it is a time of uncertainty in New Zealand, with many Kiwi experiencing financial strain… however despite this, most Kiwi are still making regular savings, holding onto their ambitions, and working towards future goals. There’s an increasingly important role for banks to play here – helping customers with their savings goals and developing healthy savings habits to put them in a better place in the future.”
Credits:
Client: Kiwibank
Agency: Special New Zealand
Production Company: FINCH
Director: Zia Mandviwalla
Sound: Liquid Studios
Media: OMD
