SUPPORTING THE CAUSE
Sep 23, 2019
2 minutes
THE CHALLENGE
Kiwibank has long championed its purpose of ‘Kiwis making Kiwis better off’ but come 2019, it faced a challenge of key brand metrics—differentiation, likeability, consideration and intent— trending down.
It was trying to overcome a cluttered category of overseas-owned competitors and large budgets so looked to its sponsorship of New Zealander of the Year to
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