Musician Stan Walker gets Kiwis saving in newly launched campaign for Mercer via Tenfold

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Almost 2.5 million New Zealanders have not given KiwiSaver a second thought; that’s why Mercer has teamed up with talented Kiwi musician Stan Walker, on a mission to help more Kiwis get ahead with their savings in a new campaign via long-term agency partner Tenfold.


The campaign speaks to a generation of Kiwis grappling with the path towards owning their first home. Stan shares what he’s learned about KiwiSaver and that no matter if you’re saving a little or a lot – it’ll add up quicker when you’re with a KiwiSaver provider that helps you make the right choices along the way. For over 60 years Mercer has helped manage and grow Kiwis’ retirement savings. Mercer has experts available to help work out what’s going to be best to help you get ahead.

Says Tatiana Mes, marketing and communications manager, Mercer: “Our experts are here to create better lives and help New Zealanders get ahead. This campaign in partnership with Stan Walker is a continuation of the strategy to educate New Zealanders about KiwiSaver. It makes the conversations Mercer has been having with its own customers more relatable and accessible to all New Zealanders.”

Says Brendon Gleeson, managing partner, Tenfold: “Stan is a great fit to launch the new “Let’s get ahead” Mercer brand positioning. We’ve had good success with influencer marketing and the timing felt right to turn up the volume by partnering with Stan as a brand ambassador for Mercer. Stan is passionate about the importance of saving for the future and shares the vision for what we’re trying to achieve.

“To connect with people who hadn’t fully engaged with KiwiSaver we knew that we had to lose any financial jargon and develop a tone of voice that spoke to the simple ways people could be better off if they got involved. Getting ahead with KiwiSaver is all about knowing the options and making the right choices.

“Early in the planning we identified video-first as the strategy, promoting bite-sized content across social channels. The campaign is supported by a digital schedule, radio ads and anchored by social content and the campaign website, also developed by Tenfold.”

Says Walker: “The key is not thinking you’re going to do it later; sort it out now. What you invest in today will manifest later on for generations to come. Set yourself up for a win now to provide a secure future for your Whanau.”