New Zealand Bank Enlists Snail and Tortoise To Urge People to Slow Down, Avoid Scammers
With BNZ research showing that when people are busy and distracted, they’re far more likely to click first and think later, the bank is encouraging customers to 'Take Your Sweet Time.'
As life speeds up and distractions pile on, scammers thrive. So, to help keep its customers safe, BNZ is taking a different approach.
“Scammers are more successful when people are rushing,” said Amy Phillips, BNZ general manager marketing and design.
“That’s why we’ve introduced small, smart elements of friction in our app to help customers break out of autopilot and double-check when it matters most. From pause alerts to switched button placements, our UX design works with human nature, not against it -- finding the right balance between convenience and security, adding just enough of a moment for customers to pause and think when the stakes are highest.”
The new campaign, created with Colenso BBDO, dramatises this idea with simplicity and charm. The hero film, directed by Glue Society, is set to an iconic track brought to life by New Zealand music legend Jon Toogood. Instead of leaning on fear, it uses humour, warmth and a snail-and-tortoise duo to remind people that taking your time is sometimes the smartest (and sweetest) move of all.
Group creative director at Colenso BBDO, Hadleigh Sinclair, said, “Busy lives mean we’re often operating on autopilot, rushing from one task to the next.
“With our anything-but-dynamic-duo of Hermie the Tortoise and Snail #47, we’re showing New Zealanders that BNZ helps them to stop and smell the lettuce, and take a moment to pause when banking online.”
The integrated campaign went live Sunday August 31st across TV, Cinema, OOH, Social, Digital, owned and internal channels.
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Read also: BNZ and Colenso BBDO Reveal How to ‘Hack’ Mortgage With Offset Accounts
