The Co-operative Bank

Objective:
Expanding the “Bank Better NZ” brand platform will help us strengthen our connections with aspirational, community-minded New Zealanders aged 25-44.

Target Audience:
Our primary audience consists of 25-44-year-old Kiwis who value community and seek a bank that aligns with their aspirations.

Strategic Focus:
To drive engagement and deepen brand equity, we need mid-funnel content and activations that consistently reflect the “Bank Better NZ” message. We see an opportunity for a cohesive, creative theme that aligns with the brand platform, enabling us to be selective and intentional with initiatives throughout the year.

Key Requirements:

• Develop content-led, “always-on” activities that allow sustained engagement and build meaningful connections with existing and potential customers.
• Design a year-round activation plan that drives user engagement and encourages ongoing interaction with the Co-operative Bank brand.

The D3 Approach

Insight-Led Collaboration and Strategic Partnerships:
At D3, our approach hinges on insight-driven strategies and collaborative partnerships. For Co-operative Bank’s FY25 campaign, we united with the creative agency Federation to ensure that the “Bank Better NZ” ethos was woven seamlessly through all communications. In partnership with media owners like WBD, NZME, TVNZ, and Stuff, we sought innovative ways to demonstrate Co-op’s commitment to doing better for its customers, community, and the sector.

Multi-Channel, Content-Led Engagement:
Using our signature D3 approach, we proposed “Money Match-up,” a concept developed with Federation and produced by WBD for ThreeNow. The series consists of short, relatable episodes spotlighting couples at different life stages navigating financial partnerships. Each episode extends across multiple channels—social media, OOH, YouTube—creating an “always-on” presence to engage audiences consistently.

Audience-Centric Entertainment and Education:
In line with The D3 Way, “Money Match-up” was designed to both entertain and educate. Federation’s creative insight helped shape the series into a gamified, humorous session where a comedian ‘therapist’ guides couples through quickfire questions, revealing Kiwi spending habits and financial literacy in a cosy, relatable setting. The show not only opens discussions around money but subtly integrates Cooperative Bank’s offerings, illustrating how the bank can support their financial success. This approach achieves a blend of meaningful storytelling and strategic activation that builds lasting connections with Co-op’s priority audience, authentically enhancing the Bank Better platform.