The opportunity
Since its inception in 2006, many employers have not chosen a preferred KiwiSaver provider, because: they are concerned about the cost to the organisation of compulsory employer contributions; they are concerned they’ll be held responsible for fund performance; administration seems timeconsuming and a big headache. As New Zealand’s largest provider of KiwiSaver solutions, ING was well placed to convince employers that none of these reasons should be a barrier.

The solution
Our key insight was that KiwiSaver was not going to go away and that it was better to embrace it with the leading provider, ING. We determined that an icebreaker DM campaign would be best, to get noticed and make the recipient – company CEOs, CFOs and GMs – receptive to a phone call from an ING relationship manager. We did high and low value pack versions, each with a subtle twist on the insight. The resulting ‘KiwiSaver Avoidance Kit’ challenged their ‘head in the sand’ attitude, and similarly the ‘Blinkers’ pack challenged their ‘blinkered’ attitude. Both provided a simple, easily managed alternative – working with ING.

The result
The packs successfully drove receptive phone conversations from this audience of ‘rejectors’ and has led to a number of successful conversions – given the volumes we are talking about each ‘sale’ represents hundreds of thousands of dollars in contributions.