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Special Group Cures Customer Service Woes for TSB Bank


The Sweet Shop helps a regular Joe get his hours spent on the phone back

Special Group Cures Customer Service Woes for TSB Bank

Everyone at some point has had a frustrating customer service moment with their bank. Whether it’s being left on hold forever after negotiating a gauntlet of tedious instructions delivered by a robotic voice or having hours of precious time wasted as you’re passed from person to person, none of whom seemingly having a clue what they’re doing. We’ve all been there.

And then there’s TSB Bank. Rated New Zealand’s best bank for customer service, they’ve developed a campaign that takes a fresh approach to talking about customer service - by using real people and their bad experiences with other banks to demonstrate how TSB Bank are the better choice.

In the TV spots, directed by Louis Sutherland of The Sweet Shop, TSB Bank and Special Group went out and found kiwis who had been treated poorly by their respective banks. They then righted the other bank’s wrongs by treating these people to their perfect day.

Special Group Senior Account Director Annabel Rees says "TSB Bank is a great New Zealand brand who pride themselves on their commitment to the customer. So we created a campaign that is about showing potential customers what makes TSB Bank different and the exceptional customer service they can expect from TSB Bank.” 

Along with the 45 launch TVC that tells Michael’s story, there is a new spot that will launch later this month along with radio, digital along with rewards for their current customers.

The campaign is an evolution of last year’s brand work by Special Group that paved the way for TSB Bank’s independent challenger stance against the big banks. 


Special Group:

Creative Partners: Tony Bradbourne, Rob Jack

Creative Directors: Maria Ward, Kimberley Ragan

Managing Partner: Michael Redwood 

Senior Account Director: Annabel Rees

Account Manager: Milly Hewat

Producer: Nigel Sutton

Strategist: Rahat Chaudry 

Production Company: The Sweet Shop

Director: Louis Sutherland

Executive Producer: Fiona King

Producer: Larissa Tiffin

Music & Sound Design: Liquid Studios


National Business Manager, Marketing: Rod Grant

Customer Experience Manager: Brent Woodhead

Senior Marketing Specialist: Belinda Pool

Head of Digital Marketing: Beks Ali

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Genres: People

Categories: Finance, Banking, Wed, 16 Jul 2014 14:32:02 GMT