After their successful campaign last year, ASB and DAN’s WiTH Collective, Linked by Isobar are back to “spread the joy” of redeeming ASB True Rewards with Curious director Rachel House reprising her acting and directing role of the True Rewarden.
WiTH Collective’s True Rewarden 12-month campaign launched yesterday (Sunday) across TV, OOH, Digital, Social and ASB’s owned assets. True Rewards is ASB’s popular and long-standing loyalty rewards programme, since 1998.
The news was conveyed to media by an embargoed (till today) release from DAN ANZ Melbourne-based senior public affairs manager Sarah Herrod.
“Working with WiTH Collective, the introduction of the True Rewarden has had a transformative effect on the programme in terms of recognition and uptake,” said ASB marketing GM Shane Evans.
“Last time we met the True Rewarden she was a lone wolf on a mission to make sure New Zealanders were getting the rewards they deserved, with every purchase,” said the Herrod release.
“And they did. Hard to ignore, easy to understand, the campaign developed by WiTH Collective was a nationwide hit, receiving over 1,000,000 views online. It re-engaged the customer base and throughout the campaign period saw a significant uplift in ASB True Rewardees rediscovering feeling rewarded by redeeming.”
“We’re excited to bring back Rachel House for this campaign. She’s talented in front of the camera – and as a director.”
Auckland-based ASB GM Shane Evans said: “This year, WiTH Collective has scaled up True Rewarden’s operation, and she is back to launch the True Rewarden Academy, to educate New Zealanders on the exciting ways they can redeem their rewards, and all the partners they can redeem them with.
“We’re excited about bringing back Rachel House as our True Rewarden for this campaign. She’s talented not only in front of the camera but also as a director.
“Rachel and WiTH Collective have done an incredible job of helping convey how simple it is to earn reward dollars and in turn reward yourself with that perfect something from one of our many True Rewards partners”
WiTH Sydney-based CD Nicole Hetherington said: “It’s been great working with ASB and Rachel to create a character people genuinely like. We had a such a super response to the first True Rewards campaign. It also delivered a great response for the business. We’re looking forward to seeing this work build on that.”
Curious director Rachel House (a Kiwi) said: “It’s always a fabulous time working with the WITH Collective team and ASB. The adventures of the True Rewarden continue with a fantastic team of new academy recruits who have made this experience a heck of a lot of fun.”
- That’s the 45” Launch spot at the head of the page
- 15” ‘Training’ and ‘French’ below
CREDITS
Client: ASB
General Manager Marketing: Shane Evans
Head of Retail Marketing: Vanessa Morris
Marketing Manager: Emma Barker
Associate Marketing Manager: Adrian McNearney
Partner Manager Cards, SME, Consumer Lending: Simon Adams
Brand Manager: Bianca Osbourne
Head of Social Media: Simone McCallum
Digital Marketing Manager: Lidia Chubarova
Agency: WiTH Collective
Chief Creative Officer: Steve Coll
Creative Director: Nicole Hetherington
Creative Director: Simon Fowler
Group Planning Director: Alex Roper
Senior Strategist: Hally Lara
Strategy Director: Sean O’Byrne
Client Services Director: John Marshall
Senior Account Manager: Rosi Berryman
Head of Production: Iain Todd
Senior Content Producer: Jess Belgiovane
Media Agency: Carat TBC
Business Director: Mireille Cope
Business Manager: Tasmin Bradley
Business Executive: Lauren Daly
Digital Manager: Josh Reiri-Allen
Production Company: Curious Films
Director: Rachel House
Executive Producer: Matt Noonan & Kate Roydhouse
Audio Post: Liquid Studio
Photographer: James K. Lowe
About DAN
As part of Dentsu Inc., Dentsu Aegis Network aims to be the global network of choice for clients seeking best-in-class expertise and capabilities in brand, media and digital communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network ANZ is headquartered in Melbourne with offices in Sydney, Brisbane, Canberra, Perth and Auckland. Globally, Dentsu Aegis Network operates in 110 countries worldwide with over 23,000 dedicated specialists.
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