How do you get more kids and their mums to open a new Kids Savings Account? Turn it into a toy.A ‘more fun’ way to teach kids about saving, the Kids Savings Account product and toy box presented the account to kids as a packaged savings card with instructions, links to a dedicated kids banking web site and a bonus ‘magic slate’ toy included.The packs were presented in Suncorp Branches on special, bright yellow stands and supported by point-of-sale posters along with comic-book-style press executions.

‘Awesomely awesome’ results were achieved almost immediately.Despite the summer holidays occurring one week into the launch, 2038 new accounts were opened in the first five weeks – 10 times the campaign objective of 200 accounts per month.Anecdotal reports indicate that the Kids Savings Account campaign had a halo effect on parents, with several hundred new accounts attributed to on-selling in branch.