20 years ago Kiwibank was a force to be reckoned with – a punchy challenger that was taking on the big four Australian owned banks and eventually becoming the fifth largest bank in New Zealand.  Fast forward 20 years and growth had plateaued with a brand and business that had failed to evolve.  Consequently the bank’s expertise was seen as sub-par and a lack of credibility was driving low relevancy.  Whilst people still liked Kiwibank, they weren’t banking with them.

Not only did Kiwibank’s offering lack modern day appeal, the ‘Kiwi’ in their name came with old school Kiwiana baggage creating a disconnect with how New Zealanders were now identifying with themselves and their country.  To reposition Kiwibank from a small likeable challenger brand to a credible and relevant modern day bank we would need to redefine what being ‘Kiwi’ meant in a modern day environment.

We did this by creating ‘This is Kiwi’, a bold and exalting new brand platform which would align the bank with modern NZ values and infuse a progressive NZ mindset into every facet of the bank.  

Our brand campaign successfully reframed the essence of ‘Kiwi’ in Kiwibank by celebrating people, businesses and actions that epitomise modern day NZ.  We showcased contemporary values and accomplishments of leading NZ entities (and KB customers) such as Allbirds, Dawn Aerospace, UBCO, Emirates Team NZ, Banqer and more.  Recognising the power of music and the brand code it would create, we engaged with Kiwi pop duo Broods to further drive impact and brand fame.

To prove this was more than a lick of paint we also demonstrated the brand platform through two distinguishing and pioneering product led demonstrations – a new innovative way to make home ownership possible with Co-Own and Sustainable Business loans to all businesses, regardless of their size or industry type.

The extraordinary success of this new chapter in Kiwibank’s story is characterised by regained momentum in brand equity, increased consideration in the bank’s engine room of home lending & business whilst also surpassing total market growth.   Not to mention the highest effectiveness accolade within the communications industry – Grand EFFIE (2023).

NZ EFFIEs 2023

Grand Effie

Financial Services Gold

Brand Revitalisation Gold

Insights & Strategic thinking Silver

New Product/Service Silver