TSB Bank in NZ goes back to 1985 in its new ‘Bank Better’ brand campaign via Special Group
TSB Bank in New Zealand, via Special Group, has launched a new brand campaign called ‘Bank Better’. The central TVC dramatises the events of 1985 that defined the modern TSB Bank.
Under the finance minister of the day, Roger Douglas, New Zealand’s 12 independent banks were being pressured by the government to merge into one. In the face of incredible pressure only TSB Bank stood strong. A decision they made based on what they strongly believed was best for their customers. It’s a decision that holds true today with TSB Bank’s unrivalled and much-awarded customer service.
The merged bank – TrustBank – didn’t fare as well. A few years after the merger it was unceremoniously sold off to an Aussie bank.
Michael Redwood, Special Group: “It was a moment of truth for TSB Bank – and they weren’t found wanting. It’s why they are such a strong and smart bank today.”
The commercial makes a refreshing departure from the recent barrage of philosophical bank ads.
Says Rob Jack, creative director at Special Group: “This was an opportunity to tell a unique truth about TSB Bank. What makes them different. What makes them better.”
The 60 launch TVC will be supported by additional commercials and an outdoor campaign.
Special Group:
Creative Director: Tony Bradbourne
Creative Director: Rob Jack
Managing Partner: Michael Redwood
Producer: Nigel Sutton
Senior Account Director: Julianne Hastings
Account Director: Annabel Rees
Account Manager: Stephanie Lee
Strategist: Rahat Chaudry
Production Company: Flying Fish
Director: Gregor Nicholas
Executive Producer: James Moore
Producer: Penelope Sinclair
Editor: David Coulson
Online Post Production: Mandy VFX
Music: Liquid Studios
Client:
National Business Manager, Marketing: Rod Grant
Marketing Manager: Belinda Woofe