In an era where digital distractions and fast-paced living make it easier than ever for scammers to succeed, BNZ is taking a stand with a new campaign encouraging customers to slow down and think before they click. The bank’s latest initiative, developed in partnership with Colenso BBDO and The Glue Society, introduces a simple yet powerful message: "Take Your Sweet Time."
The Psychology of Scams
Research conducted by BNZ reveals that people are far more likely to make hasty decisions—such as clicking on suspicious links—when they are busy or distracted. Scammers exploit this tendency, preying on individuals who act on autopilot rather than taking a moment to verify the legitimacy of a request.
Amy Phillips, BNZ’s general manager of marketing and design, explains, “Scammers are more successful when people are rushing. That’s why we’ve introduced small, intentional elements of friction in our app. These design tweaks, like pause alerts and rearranged button placements, are designed to help customers break out of autopilot and double-check when it matters most.”
A Campaign with Heart and Humor
Rather than relying on fear tactics, the campaign uses humor and warmth to deliver its message. The hero film, directed by The Glue Society and set to a track by New Zealand music icon Jon Toogood, features an unlikely duo—a tortoise and a snail—who embody the virtues of taking life at a slower pace. The spot gently reminds viewers that pausing to think can be the smartest move of all.
Hadleigh Sinclair, group creative director at Colenso BBDO, notes, “Busy lives mean we’re often operating on autopilot, rushing from one task to the next. With our anything-but-dynamic duo of Hermie the Tortoise and Snail #47, we’re showing New Zealanders that BNZ helps them to stop and smell the lettuce, and take a moment to pause when banking online.”
A Multi-Channel Rollout
The integrated campaign launched on August 31st, appearing across television, cinema, out-of-home advertising, social media, digital platforms, and BNZ’s own channels. By combining engaging storytelling with practical in-app features, BNZ aims to foster a culture of mindfulness among its customers, ultimately reducing the risk of falling victim to scams.
