Y&R has devised a cash giveaway campaign to help The Co-operative Bank celebrate ‘Happy Rebate Day’ – the day (in reality, the promo runs for much longer) returns a record $2.1 million to its Kiwi customers.
The bank has put its secret agents on the street to back-pocket (the direct opposite of pick-pocketing) everyday Kiwis with cold, hard cash. Throughout the week, unsuspecting members of the public were put-pocketed, with bundles of cash slipped into their pockets, bags, jackets, and hoods.
“The put-pocketing video is yet another great example of how The Co-operative Bank is different, which is not an easy distinction to achieve as a bank,” says corporate anthropologist Michael Henderson.
“I was really interested to see that people were able to be disarmed with a smile from the put-pocketers, after being initially caught off guard and assuming they were up to no good. It’s a nice metaphor for how The Co-Operative is not like other banks.”
The Co-operative Bank GM of marketing & online Grant Jennings said: “We want Kiwis to discover that one bank is genuinely changing banking for good.
We’re the only bank in New Zealand to share our profits with its customers – we genuinely put the customer and their needs at the very heart of everything we do.”
“We wanted to show all New Zealanders what it feels like to get money from a bank in the form of a rebate, acknowledging the depth of their banking relationship with no strings attached!”
Rebate Highlights
- The Co-operative Bank will pay $2.1m for the 2015-16 financial year to 75% of eligible customers.
- This is an increase of nearly 17% on last year, and is more than double the first rebate that was paid in 2013.
- Most customers will receive a rebate between $10 and $600.
- Average proportional rebate payment has increased from $29.20 to $33.80.
- See who got put-pocketed: www.facebook.com/coopbanknz
CREDITS
Client: The Co-operative Bank
General Manager – Marketing and Online: Grant Jennings
Marketing Specialist – Deposits: Hannah Johnson
Agency: Y&R New Zealand
CEO / CCO: Josh Moore
Creative Director: Guy Denniston
Creative Director: Gavin Siakimotu
Head of Planning: Jono Key
Client Services Director: James Johnston
Account Director: Victoria Meo
Agency Producer: Marique Knight
Head of Digital: Greg Whitham
Social Media Planner: Laura Holyoake
Media Business Director: Dorota Girdlestone
Media Planner: Anna Williams
Film company: Curious
Director: Miki Magasiva
Executive Producer: Matt Noonan
Producer: Michelle Delaney
PR: Rebecca Lawson, RAW
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