Banking underdog Kiwibank has launched its latest attack on the big players with an interactive experience created by Ogilvy that exhorts users to "leave all your bad banking experiences behind".
Like any digital campaign worth its salt these days, the ‘Easyswitch’ campaign incorporates elements of gamification and the challenger brand's newest effort centres around an online channel called ‘Green Ops’, with the look and feel of the site based on 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 and users move around the platform like a special agent to find out different reasons for why they should move to Kiwibank.
“Kiwibank needs to stand out from the competition, so it’s our job to continually find new ways to connect with new customers," says Nicky Ashton, head of brand and marketing communications for Kiwibank. "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 typically tongue-in-cheek references to Kiwibank’s competitors, including one where ASB's Ira Goldstein moves over to Kiwibank. 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 (hmmmmm), 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.