Bank of New Zealand Slows Your Roll to Stop Scams
Published on September 9, 2025
BNZ is asking customers to slow down with “Take Your Sweet Time” after research showed busy, distracted users are more likely to click first and think later. Rather than lean on fear, the campaign uses humor and warmth, casting a snail and a tortoise to model safer behavior at a relaxed pace.
The bank has also added small, smart friction inside its app, including pause alerts and switched button placements, to break autopilot and prompt double checks, said Amy Phillips, BNZ’s general manager of marketing and design.
For financial services CMOs, the move positions micro friction as a strategic balance between convenience and protection, turning UX into a behavior change tool rather than a pure speed race. BNZ is also framing the shift as brand stewardship, not just a product tweak, which could strengthen trust while cutting exposure to scams
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The integrated rollout goes across TV, cinema, out of home, social, digital, owned, and internal channels.
Full story: LBB ONLINE