Cannes Lions

STUDENT BANKING PACKAGE

AIM PROXIMITY, Auckland / BANK OF NEW ZEALAND / 2005

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Overview

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Credits

Overview

Description

Create something engaging and tactile – The Hunting Guide and Hunting Tool. This was mailed to some existing customers and to attract non-customers, it was placed in a bag full of samples and brochures given to all new students during their Orientation Festival.The Hunting Guide with its Hunting Tool plays on life as a desperate student – needing to hunt down your own food. The solution is to get a student banking package.

It’s a totally unexpected piece from a formal bank - using the type of irreverence that appeals to students.

Outcome

The most successful ever youth campaign for the Bank, and by far the bravest piece of work ever done for our client.The target: 5,000 new accountsThe result: 9,624 new accounts – 92% above targetBetter still, 6,821 of these were new customers to the Bank.On top of that, the Bank had many comments from Student Associations who were delighted with how students were being communicated to.

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