The Challenge

In 2018, Kiwibank sponsored Mind over Money, a TV series giving Kiwis insights into their own money personalities and how they influenced spending and saving. Given the momentary impact of TV, we were given the challenge of designing a communications programme that deepened engagement, maximised the bank's investment and, most importantly, changed Kiwis attitudes and behaviour to money long after viewers switched off the telly.

The Solution

We took a behavioural science approach, using insights gathered from Kiwis' behaviour and attitudes towards money to shape our communication strategy

Our programme of work was split into three parts, 1) Gathering customer insights, 2) Driving attitude and behaviour change, and 3) Designing the data frameworks, targeting criteria and creative approach that allowed us to deliver targeted and personalised message to thousands of viewers at the same time.

Had taken a specific action towards better managing money

customer insights customer insights

Gathering customer insights

Getting to the heart of the matter

Research told us that money was a taboo subject for many Kiwis – intriguing yet mystifying. Many were uncomfortable talking about it, but also intensely curious how and why money drove their day-to-day behavior.

This powerful combination of attitudes allowed us to start a personal conversation through email, leveraging the intrigue-factor to get customers on the journey while bypassing the awkwardness and embarrassment of a face-to-face conversation on such a sensitive topic.

Our programme was built on the insight that money personalities affect every aspect of your your life – from your relationships, to where you live, and how you live and spend.

 

Changing attitudes and behaviour

Driving change from the couch

With Kiwibank’s goal of shifting customer attitudes to money in mind, and knowing that behavior change requires more than a single interaction ,our user experience and customer behavior experts designed a six-week customer journey that gradually built, sharing insights and information about the viewer’s own mix of personality types and demystifying their spending and saving tendencies.

Leveraging the intrigue generated by discovering their own money personalities, users signed up to take an initial personality quiz. As trust built and actions were taken within emails, messages became increasingly more targeted and personalised. For existing customers, their product holdings added depth and relevancy to their conversation stream.

 
data framework

Data framework, targeting criteria and creative

Bringing it all together

To make sure we catered to the needs of all users – both anonymous visitors and existing customers – 70 customer segments were created based on 100 data triggers including poll responses, held customer data and demographics.

Real time quiz score data was fed into Salesforce CRM which triggered personalised content for each consumer over six weeks of the series. Insights gave valuable market research into what is important for consumers which impacted future messaging.

As emails were created based on data triggers, and customer data when available, we created a flexible design to seamlessly swap in relevant elements without disrupting the logical flow of visuals and copy. To engage customers visually for the duration of the six-week period, each email followed an overall theme – visually-led with money personalities, engaging people-led imagery and graphics for tips and ideas.

To road test the effectiveness of the programme a summary survey captured customers thoughts on whether they’d learnt more about how they manage money, had taken action towards managing their money better and if they thought Kiwibank helped Kiwis be better off. It also served to reinforce benefits to consumers, highlighting knowledge gained and applied.

Results

Thousands of customers took actions, from making a budget to opening new accounts and services to changing spending habits or starting a savings plan.

10%

Said they learnt more about themselves and how they think about money

0%

Had taken a specific action towards better managing money

High

Email open rates of 22% to 58% above the industry benchmark of 21%