Heartland Bank helps Kiwis unlock possibilities of their retirement in new campaign via True
Heartland Bank is the leading provider of Reverse Mortgages in New Zealand, which help customers access the value of their home without needing to sell. Launching today, its bold new campaign, the first in partnership with indie agency True, is all about how a Reverse Mortgage can help older New Zealanders make the most of their retirement.
The TVC features a retired couple discovering that the answer to the thing they always wanted – a new kitchen – is right there in their walls. The TVC was directed by Steve Saussey, produced by ToyBox, and will run on TV and online.
Says Jess Reihana, Senior Creative, True: “The team at Heartland Bank are passionate, collaborative, and nice, which made this a great project to kick off the year with. And it was a pleasure working with Steve Saussey and everyone Toybox as they added that special dollop of magic to bring the subtly special effects-laden TVC to life.”
The campaign is supported by outdoor and press, as well as a suite of online videos featuring Heartland Bank’s new ambassador, Judy Bailey.
Says Leanne Lazarus, CEO, Heartland Bank: “Not only is this the first big brand campaign we’ve done in a while, but it’s also our 150-year anniversary. So, it’s the perfect time to re-engage with New Zealand with a new campaign. It was great for the team to travel around the country with Judy Bailey, meeting customers in their homes, and hearing about how their Heartland Bank Reverse Mortgage has helped them live more comfortably in retirement.”
The design refresh came from True, Ben Ireland of Offshoot Digital shot all the supporting video material, Lagoon Films handled stills, Calibre & Candor were on media, and audio came from the team at Franklin Rd.
Client – Heartland Bank
Rob Jenkinson – Head of Marketing & Design
Emily Durham – Marketing Campaign Manager
Vinesh Elavana – Senior Digital Optimisation Specialist Digital
Bernadette Monterola – Digital Marketing Associate
Nicola Foley – Head of Corporate Communications & Investor Relations
Will White – General Manager, Retail & Reverse Mortgages
Monique Forbes – Executive Consultant
Peter Griffin – Chief Commercial Officer
Leanne Lazarus – Chief Executive Officer
Agency: True
Media: Calibre & Candor
Production – ToyBox Productions
Nanette Miles, Steve Saussey, Vicki O’Leary
Offshoot Digital: Ben Ireland
Photography: Lagoon Films / Joe Hammond
Audio: Franklin Rd.
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