Wake up to the Squirrel Effect

Financial services provider Squirrel is challenging New Zealanders to wake up from their money slumber and reach their financial goals faster with its new campaign and brand platform, launched this week.

“Wake up to The Squirrel Effect!” is the rallying cry of the new integrated campaign, which features a cheeky little red squirrel called Bernie, popping up unexpectedly to push everyday Kiwis to “change what you’re doing with your money, and change your future”.

Ruth Hamlin, Chief Marketing Officer at Squirrel, says that, growing up, most of us are taught to think of the big banks as the go-to option for anything to do with our money – whether it’s managing your savings, or getting a home loan.

“We’re so used to the way the financial system works, that it’s easy to think that’s the only option we’ve got. We really wanted to challenge that collective mindset, and get Kiwis thinking about a smarter way of doing things with their money.”

Launched at the start of September, the “Wake Up” campaign features additional films to further explain Squirrel’s products – their Savings and Investments offering, as well as Mortgage Brokering.

“With everything going on with the economy right now, we knew it was the right time to wake New Zealanders up from their financial apathy and prove that Squirrel has their back. What better way to do it than with our loveable squirrel, Bernie,” says Hamlin.

Callum Walker, Head of Business Management at Special, commented, “We love Bernie. He’s the perfect embodiment of not only Squirrel’s reason for being but also reflects the awesome energy of the team there. We can’t wait to see him out in the world waking Kiwis from their financial slumber.”

A full suite of Digital, OOH, and Radio assets have been brought to life by Sweetshop director Max Barden and the multi-talented folk at Blockhead.

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