The Bank of New Zealand needed to grow their currently low share of the youth market. To do this, they wanted to target new university students – both new and existing customers – with a student banking package. This meant communicating to the students at the start of the university year, during the Orientation Festivals. Students are young and cynical. They also receive many offers at this time; so targeting non-customers was going to be even more of a challenge.

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.

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.