Giving Kiwis a new way to pay
In March 2008, New Zealand Post launched the country's first prepaid, reloadable Visa a card that can be topped up with funds for spending at over 24 million retailers and 1 million ATMs worldwide. Their brief was to create a brand that appealed to youth as well as credit challenged and debt-averse users. As a new, category-defining product, it was also critical to communicate the basics of how it worked.
The name, with its clever double meaning, evokes freedom and empowerment, as well the card's load-and-spend functionality. Point of sale collateral highlights the distinctive Loaded symbol, while the cards themselves come in a range of colours to appeal to a range of ages and spending styles.Since launch, the cards have surpassed even the most optimistic forecasts in terms of adoption and customer satisfaction levels.