Cannes Lions

AGRIBUSINESS BANKING

AIM PROXIMITY, Auckland / BANK OF NEW ZEALAND / 2005

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Overview

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Overview

Description

None of the target had an existing relationship with the Bank, so we had to tell them what was in it for them. The answer: growth. First they received a teaser: a small plant pot telling them to prepare for growth. Then they received a watering can with the mail pack. What can we help you grow in your office? Revenue. When the Agribusiness Manager turned up for the meeting, they began the relationship with the gift of a small native tree that could be placed in the pot.The campaign had cut-through and engagement, and appealed directly to the target’s desire, to make more money. In other words, 'you scratch our back and we’ll scratch yours'.

Outcome

Target: Of 750 mailed, for 80% to agree to meetingsActual result: 98% agreed to a meeting. 11% have already provided client referrals – 70% of them being new BNZ customers. That means $95 million in forecasted new business.

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