KiwiSaver provider and wealth management company SBS Wealth has been working with The Goat Farm since February.
When their media partner at the time OMD found a short-notice opportunity to use transit media in Auckland, we received the brief to connect what people want from their retirement with media spaces including bus stops, train stations and ferry terminals.
The animated executions asked commuters if they were in the right KiwiSaver fund for them, while making a creative connection to the location each one ran at.
SBS Wealth Head of Growth Rich Phillips said the media space was a good opportunity to catch Auckland commuters while they had a couple of minutes to wait for their connection.
“As a challenger brand, we’re always keen to experiment and try new channels. This opportunity got our offer in front of Auckland commuters and forced us to get our message across simply but with a bit of charm… an ideal challenge for TGF.”
The Goat Farm Creative Director Vaughn Davis said that the team enjoyed joining the dots to create a standout campaign. “With 35 competitors mainly selling the same stuff, KiwiSaver advertising can be weapons-grade boring. It was great to have the brief to not be.”
As this tactical campaign for SBS Wealth went to market, the TGF and SBS Wealth team were hard at work on positioning the brand for future growth.
“We’re in a fantastic position for growth,” said Rich. “The more I look at SBS Wealth, the more I see an opportunity to build a brand that stands out. For us that’s about being a straight-shooting adviser that helps our clients make good money decisions. I’m looking forward to making more noise about this.”
The TGF team is now working with Sneakers Media on bringing a new creative platform for SBS Wealth to market over the rest of 2024.