How Old Will You Be?

Bank of New Zealand / Colenso BBDO/ Proximity New Zealand INDUSTRY GOLD – FINANCIAL SERVICES // CHANNEL SILVER – DIRECT RESPONSE (ANY MEDIA)

Rather than focusing solely on reasons to get into a home loan and driving ever higher levels of personal debt, BNZ chose to focus on the end date and getting out of it sooner. The tension created with a deliberately confronting question was quickly resolved through a simple digital utility that allowed users to examine their position and start the process of reducing their debt levels. Smart data capture and lead nurture kept customers engaged with the programme. This highly profitable campaign delivered the highest ever levels of home loan application by encouraging people out of their debt.