Kiwibank is about straightforward banking for New Zealanders, which has resulted in a straightforward brand. Not simple, but direct. Not overcomplicated, but smart. Not international, but New Zealand. Now there's a point of difference for a bank. All of which has translated into tangible business outcomes. And the winning of the Sunday Star Times CANNEX banking award in 2006, 2007 and 2008.

Kiwibank always means business. Yes, it’s an old line, but providing a service for New Zealand businesses was a natural progression from personal banking. While there is no change to the bank’s service ethic, there is an ‘adjustment’ to the tone of the communication material. There is a more sophisticated approach to audience engagement and the use of customer stories keeps things real.

We think that innovation must be Kiwibank’s middle name. Gofly is an initiative with Air New Zealand; a partnership of two iconic New Zealand brands. The starting point was an internal campaign to inform and incentivise frontline staff. And with benefits that differentiates it from other rewards programmes, Gofly has the pizzazz that can only belong to Kiwibank.

The way in which Kiwibank keeps adding to this impressive range of cards, it might end up with a pack. Irrespective of whether they are credit, debit or eftpos cards, customers are always given a choice. And the use of distinctive New Zealand symbols appeals to a particular demographic and tugs at the heartstrings.

The way in which Kiwibank keeps adding to this impressive range of cards, it might end up with a pack. Irrespective of whether they are credit, debit or eftpos cards, customers are always given a choice. And the use of distinctive New Zealand symbols appeals to a particular demographic and tugs at the heartstrings.

Some companies put all their cards on the table. Others put them into the hands of their customers. (conditions apply) Kiwibank has always been generous so instead of producing one debit card, it produced six. Generous yes, but more importantly Kiwibank treats its customers as individuals – a novel concept, you might think, for the banking industry. Each card has been designed for a particular audience segment which gives customers a choice of card. Kiwibank had set some targets for the up take up of the cards which were easily exceeded and after two months more than 70,000 had been distributed.