SBS Bank

SBS Bank

DeclaringFirstHomeBuyersAsNewZealand’sLatestEndangeredSpecies.

  • Fintech
  • Brand Strategy
  • Integrated

2023

Context

SBS Bank has been around for 154 years - but with only 1–2% national awareness, they're not on the radar for most Kiwis.

On a mission to become one of New Zealand’s most loved Kiwi-owned banks, SBS wanted to bring their purpose to life: helping all Kiwis find a place to call home.

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Solution

In a housing market stacked against them, we reframed first home buyers as one of the country’s most at-risk endangered species - and positioned SBS as one of the few doing anything to protect them.

Directed by Jamie Lawrence (Scoundrel) and captured by Troy Goodall (Match), the campaign launched in September 2023 across film, outdoor and digital.

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Results

Post-campaign, SBS saw a 21% uplift in new member acquisition and a 55% surge in new term deposit customers - while also strengthening its position as a purpose-driven bank fighting for the Kiwi dream.

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Credits

Production
Director, Jamie Lawrence, Scoundrel
Producer, Claire Kelly, Scoundrel
Adrian Shapiro, Executive Producer
Joseph Leary, Production Designer
DOP, John Toon
Editor, Luke Haigh
Post House, Toybox
Stills Photographer., Troy Goodall, Match Artists

Media
Managing Partner, Sue McCrea, OMD Christchurch
Business Director, Emily Hancox, OMD Christchurch
Senior Account Manager, Lauren Cook, OMD Christchurch