| Winner | Kiwibank |
| Marketing initiative | This is Fuel for Your Rocket – Kiwibank Fast Capital |
| Marketing partners | Special, OMD, TRA |
| Finalists | Firth Concrete, Spark NZ |
| Judges’ comments | “The Kiwibank team demonstrated excellent use of insight to make a strategic business decision using an existing product. Outstanding line-of-sight to the overarching Kiwibank brand and business strategy that achieved exceptional business results.” |
Kiwibank steps up for SMEs
Times are tough for Kiwi SMEs, and Kiwibank saw an opportunity to offer much-needed support.
Small and medium enterprises are the backbone of this country. SMEs make up 97% of all businesses in New Zealand. They also contribute over a quarter of GDP, and employ nearly one-third of the workforce.
Their success is critical to the country’s economic health. Yet in 2024, SMEs faced unprecedented pressure: company liquidations rose 40% and 94% of SME owners reported they were not meeting their business goals.
Compounding this situation, major Australian-owned banks deprioritised the New Zealand market, tightening lending and redirecting capital across the Tasman.
This presented a strategic opportunity for Kiwibank. It’s a trusted brand among everyday Kiwis, but had low awareness and consideration in the business banking sector.
Support when you need it most
Through qualitative research and market analysis, Kiwibank identified a gap in the market: SMEs weren’t just looking for capital, they were looking for a partner who understood their struggle.
This insight shaped a clear opportunity: to build awareness, shift perception and drive action by showing Kiwibank was not only open for business, but backing Kiwi businesses.
“B2B banking communications often adhere to conventional and uninspiring formats. To differentiate ourselves, we sought a creative approach that was both innovative and emotionally resonant,” the bank said in its
awards entry.
Kiwibank was inspired by insights from its SME customers, who felt empowered by the immediate financial momentum that its Fast Capital product could provide.
It developed three metaphors that encapsulated the diverse ways Fast Capital could support SMEs during turbulent times:
- This is wind in your sails: Symbolising speed and ease, this metaphor portrays Fast Capital as the tailwind helping SMEs accelerate.
- This is fuel for your rocket: Positioned for those businesses aiming to launch or grow quickly, this concept likens Fast Capital to fuel.
- This is an umbrella in the rain: Conveying protection and resilience, this metaphor depicts Fast Capital as a safeguard, positioned for businesses weathering tough conditions.
Who won, who they were up against and what the judges had to say.
We bring you all the details for every category in the YouTube NZ Marketing Awards 2025.
Kiwibank’s campaign exceeded expectations across the board, achieving an uplift in business banking consideration well above its target.
It also increased new-to-bank SME customers during the campaign period. And it increased awareness of Fast Capital, absolutely smashing its campaign target for web views.
At a time when Kiwi SMEs were being overlooked, Kiwibank stepped up with relevance, empathy and action, proving itself a true champion for SMEs in Aotearoa.
This story comes from NZ Marketing magazine issue 84, Sept-Nov 2025. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
Essential marketing intelligence. Don’t miss it.
