A new campaign features the return of the famed 1980s cop drama CHiPs, reimagined to educate elderly people about the growing threats of scams.
The campaign comes from Age Concern New Zealand, a leading charity dedicated to promoting the care, well-being, and security of older people, in partnership with ANZ bank and creative agency TBWA\NZ.
A mainstay on New Zealand TV screens in the late 70s and 80s, CHiPs became iconic for its action-packed storylines and characters. Now, more than 40 years since the original series last aired, the unit is back with a new mission: To put the elderly on patrol for the ever-evolving threat of scams in the real world.
The campaign cites a a recent ANZ survey that found 80% of Kiwis aged over 65 believe that older people can be too kind and trusting for their own good. This campaign aims to give New Zealanders confidence and remind them that they have the right to hang up, say no, and reject calls, texts, and emails from people they don’t know.
According to the campaign, rebooting CHiPs created an entertaining, nostalgic and familiar series that resonates with older New Zealanders, while helping them recognize and avoid the types of scams currently targeting them.
“While scams and fraud are challenges faced by all Kiwis, we wanted to focus on how we could uniquely support the older people of New Zealand first,” said Shane Bradnick, CCO of TBWA\NZ.
“With ANZ’s partnership with Age Concern, our goal was to use humour and nostalgia to engage, entertain, and empower seniors to be ‘on patrol’ against scams.”
In addition to a 60-second hero trailer, TBWA\NZ has developed a series of targeted 30 and 15-second spots designed to raise awareness and educate viewers on the essential behaviours needed to protect against the most common scams.
“Making this unique mini series meant a long production process. We chose to re-edit and rework the original footage into brand-new micro storylines that deliver a clear and concise message about modern-day scams,” said Bradnick.
“We reviewed over a hundred episodes across all six seasons, carefully piecing together moments that could effectively convey key messages of scam prevention—or, as we like to say, bringing old-school justice to today’s scams. We worked with Warner Brothers to secure licensing of the show, the specific footage, actors, music and gain permissions from the Californian Highway patrol.
“We also worked with show star Erik Estrada to help launch the campaign in PR in New Zealand.”
To further extend its reach, posters and guides will be distributed to libraries and community centres nationwide.
“It’s been a great process to work with Age Concern on a programme that can help make a real difference. At the heart of this scam awareness programme is educating and empowering in an engaging way,” says ANZ General Manager of Marketing, Matt Pickering,
“This is just one aspect of the work we are doing with Age Concern around digital literacy and one aspect of the work we are doing to help battle fraudsters targeting New Zealanders”.
The campaign will be encouraging New Zealanders to ‘be on patrol’ when it comes to scams. The campaign launched nationally across Age Concern centres, TV, print, radio and online, earned.
Credits
Creative Agency: TBWA\NZ & FROM NOWHERE with TBWA\NZ
Chief Creative Officer: Shane Bradnick
Creative Partners: Ashley Wilding and Daniel Davison
Design Director: Gabrielle Teasdell
Chief Executive Officer: Catherine Harris
Group Business Director: Priyanka Patel
Senior Business Director: Charlotte Eddowes
Business Manager: Georgia Hall
General Manager, PR: Ian Benet
Senior Producer: Esther Watkins
Senior Producer: Mark Paisey
Editor: Tim Mauger
Sound Post Production: DigiCake, Andrew McDowell and Brendon Morrow
Music: Franklin Road, Jonathan Mihaljevich
Production: TBWA and Warner Brothers Discovery
Media: PHD
GM Marketing: Matthew Pickering
Head of Brand: Michael Reynolds
Senior Marketing Manager: Zoe De Canha
Marketing Manager: Bianca Choudhury
Marketing Graduate: Millie Astley
