AUCKLAND, Today: A fresh campaign marks the new Heartland Bank and True partnership, rolling out across digital, radio, outdoor, print, and TV, alongside a full design refresh created with production partner ToyBox.
As New Zealand’s leading reverse mortgage provider, Heartland’s latest push highlights how homeowners can unlock equity without selling, helping older Kiwis enjoy retirement more freely.
The launch film follows a retired couple realising their dream kitchen is already possible thanks to the value sitting inside their home’s walls. It was directed by Steve Saussey and runs across TV and online.
Jess Reihana, Senior Creative, True said, “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 team at Heartland Bank are passionate, collaborative, and nice, which made this a great project to kick off the year with.” – Jess Reihana, Senior Creative, True
Outdoor, press, and a set of online videos back the campaign, featuring new brand ambassador Judy Bailey fronting customer stories.
Leanne Lazarus, CEO, Heartland Bank said, “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.”
True also handled the updated brand design, with Ben Ireland shooting video, Lagoon Films capturing stills, Calibre & Candor managing media, and Franklin Rd delivering audio.
CREDITS
Client: Heartland Bank
Head of Marketing & Design: Rob Jenkinson
Marketing Campaign Manager: Emily Durham
Senior Digital Optimisation Specialist Digital: Vinesh Elavana
Digital Marketing Associate: Bernadette Monterola
Head of Corporate Communications & Investor Relations: Nicola Foley
General Manager, Retail & Reverse Mortgages: Will White
Executive Consultant: Monique Forbes
Chief Commercial Officer: Peter Griffin
Chief Executive Officer: Leanne Lazarus
Agency: True
Media: Calibre & Candor
Production: ToyBox Productions
Producer: Nanette
Director: Steve Saussey
Producer: Vicki Oleary
Production: Offshoot Digital
Videographer: Ben Ireland
Photography: Lagoon Films
Photographer: Joe Hammond
Audio: Franklin Rd.
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