Every year, the big banks attempt to lure more students with aggressive acquisition campaigns offering zero-fee banking, an introduction to debt or a largely uninspiring cash giveaway. Little wonder these offers are the last thing on a millennial’s hot conversation list. So, in line with the bank’s challenger brand mentality, we approached disinterested students differently. The campaign promised modern-thinking students a deeper, more meaningful reason to join Kiwibank. Less selfish, more altruistic. Which added up to stronger business results.