Banking underdog Kiwibank has launched its latest attack on the big players with an interactive experience that exhorts users to "leave all your bad banking experiences behind".
Like any digital campaign worth its salt, the ‘Easyswitch’ campaign incorporates elements of gamification. The challenger brand's newest effort centres around an online channel called ‘Green Ops’, with the look and feel of a first-person POV styled game.
Hosted on a bespoke YouTube channel, the site is built around a loose narrative of an elite team within Kiwibank whose mission it is to help rescue customers.
Nicky Ashton, head of brand and marketing communications for Kiwibank, said the site aimed to provide a richer and more engaging experience for consumers.
“Kiwibank needs to stand out from the competition, so it’s our job to continually find new ways to connect with new customers," she said.
“It’s kind of like Get Smart meets the Bourne Identity, as the Kiwibank ‘Green Ops’ team goes around making it easier for people to switch to Kiwibank. Just one signature and Green Ops will deal with the rest."
Visitors to the channel can hunt for screen ‘hotspots’ where they encounter random moments of humour and discovery amidst the pitch for them to switch banks, including some tongue-in-cheek references to Kiwibank’s competitors. Behind various doors that players can choose to open are a range of scenarios from 'banking rehab' to 'deprogramming' of a teller rescued from another bank.
The channel also features a number of interactive elements that will allow users to share their experience with friends via various social media platforms.
One secret campaign element will remain under wraps until September 9, when Kiwibank says a lucky new customer stands to be significantly rewarded.
The Green Ops site will be supported by an above-the-line media campaign with all the elements of a blockbuster launch, including cinema trailers, movie posters with QR codes, outdoor and radio, online advertising and TV spots, all produced by ad agency Ogilvy.
Idealog has been covering the most interesting people, businesses and issues from the fields of innovation, design, technology and urban development for over 12 years. And we're asking for your support so we can keep telling those stories, inspire more entrepreneurs to start their own businesses and keep pushing New Zealand forward. Give over $5 a month and you will not only be supporting New Zealand innovation, but you’ll also receive a print subscription, an Idealog t-shirt and a copy of the new book by David Downs and Dr. Michelle Dickinson, No. 8 Recharged (while stocks last).