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Project Castle - GlobalPlus Home Loan Launch

Category: MULTI-MEDIA  Award: GOLD
Category: SALES GENERATION  Award: GOLD
Category: FINANCIAL SERVICES  Award: SILVER
Special Honours Award: BEST STRATEGY

Based on the partnership successes of the GlobalPlus MasterCard, BNZ launched the first home loan in New Zealand designed to reward loyal customers with Air New Zealand Air Points.  The New Zealand home loan market is intensely competitive and consumers are cynical about banks, so BNZ needed to develop a product that delivered value through real, tangible benefits, and it had to be underpinned with an innovative brand that supported this positioning.  While the GlobalPlus brand is young, it has already built a position of leadership in the credit card market.

An integrated multi-media campaign with the single-minded proposition of "now you can earn Air Points on your mortgage with a GlobalPlus Home Loan" was launched. Translated into a creative proposition, "With a GlobalPlus Home Loan, the holiday's on the house", overall impact and single-mindedness of the campaign was carried through all communications.  In all, 26 direct mail segments were identified, resulting in literally thousands of permutations of communications.

Entrant :       Aim Direct and Colenso BBDO
Advertiser :   Bank of New Zealand

Advertiser Credits
Mike Hartley - Segment Manager
Michelle Moore - Direct Marketing Executive
Simon Pohlen - Senior Consultant, Datamine
Helen Maytum - Marketing Communications Manager
Gillian Munnik - Marketing Communications Manager
Michael Pryor - Head of Communications

Agency Credits

Aim Direct:
Carren Richardson - Group Account Director
Kirsty Thain - Account Director
Ben Chandler - Copywriter
Matt Shirtcliffe - Creative Director
Pat Murphy - Creative Group Head
Duncan Wilson - Art Director
Jo Tacon - Production Manager
Tracey Marshall - Traffic Manager
Vanessa Furze - Studio Manager
Lynda Charlton - Studio Manager
Clint Bratton - Account Director

Colenso BBDO:
Ross Jackson - Group Account Director
Warwick Delmonte - Copywriter
Paul Kayser - Art Director