ASB has launched a new marketing campaign that aims to acknowledge the truth of how many people feel about managing their money, and to make it easier by highlighting a range of products, services and practical money tips.
“People don’t talk about banking – they talk about money, and usually their difficulties with it,” said Saatchi & Saatchi ECD Corey Chalmers.
“ASB respectfully understands its role in people’s lives, and we wanted to reflect that in funny yet relatable conversations about money – so people can say ‘I’ve had that chat’. We wanted people to feel they’d dropped in on a scene from a film, not a hard sell ad.
“They do resolve in product solutions, but it’s unobtrusive, useful and simple.
“Building on ASB’s reputation as New Zealand’s most social bank, a raft of useful and entertaining content has been created for online, with the unique feature of directing viewers to access further information-based content on ASB’s YouTube channel.” This content offers saving tip videos providing practical advice on how to save, budget, reduce debt, invest, pay off a mortgage faster, plan for retirement, use money on the go, as well as practical information on how mortgages and credit cards work.
Joint ECD Guy Roberts said: “ASB knows where its customers are these days – online, watching YouTube, checking their LinkedIn connections, dual screening during the ad breaks or starting the day on Facebook. So that’s what our activity is primed for – yes we have TV executions but we have longer form versions exclusively for online, and we’re using YouTube as our primary channel. It’s the kind of thinking you’d expect from a progressive bank like ASB.”
ASB General Manager of Marketing Anna Curzon said: “We understand our customers want us to be useful and to create experiences for them that fit into the slipstream of their daily routine, because the last thing you should have to worry about in your busy lives is managing your money.
“We’re committed to making banking with ASB an effortless experience so people can succeed on with whatever matters most to them.
“We wanted to recognise that conversations about money exist in the daily lives of many New Zealanders and wanted to reassure them that ‘it’s okay, here’s something that might help’. We have been really delighted with Saatchi along with our other partners Carat, TRA and Search Republic who have worked with us collaboratively to produce the next exciting phase of Succeed On.”
The campaign will include digital, social, TV, outdoor, radio and in branch. See all the new content here:
This follows ASB’s Ambition initiative for business customers that launched last month, inviting businesses to join ASB on LinkedIn. The platform offers businesses access to an ongoing programme of content, with business insights, case studies, reports, local and global thought leadership. As part of this ongoing programme, ASB will also be hosting a series of exclusive events with global entrepreneur and business leader, Arianna Huffington in Auckland this Friday.
- Web: www.asb.co.nz/succeedon
- LinkedIn: www.linkedin.com/company/asb-bank
- YouTube: www.youtube.com/user/ASBBank
- Money tips: www.youtube.com/user/ASBBank
CREDITS
ASB
Roger Beaumont: Executive GM Marketing & Communications
Anna Curzon: GM of Marketing
Shane Evans: Head of Brand & Retail Marketing
Emma Lynch: Brand Manager
Debbie Lowe: Manager of Digital Brand & Strategy
Bhavika Rambhai: Social Media Manager
Ali Duncan: Digital Brand Manager
Catrina Kuehler: Digital Brand Manager
Alyssa Wood: Associate Brand Manager
Carolyn Galloway: Digital Optimisation Specialist
Saatchi & Saatchi
Executive Creative Directors: Corey Chalmers & Guy Roberts
Director of Strategy: Murray Streets
Senior Strategist: Ian Hulme
Creatives: Daniel Lunn, Thomas Marcusson, Charlie Godinet, Matt Sellars, Cory Bellringer, Sunday Punch
Business Director: Teresa Davis
Senior Account Directors: Michael Wood, Brad Bateman
Senior Account Manager: Liz Jones
Account Managers: Kylie Marsh, Tessa Denize
Account Executives: Brendan Haddock, Vinay Naran
Head of Content: Marty Collins
Senior Producer: Anna Kennedy
Content Producers: Amy Hansen, Josh Forsman
Studio Manager: Tias Somers
Retoucher: Nick Browne
Mac Op: Pip Reeves
Designer: Ross Davies
Digital Production Director: Lorraine Guerin
Technical Director: Matt Skinner
Digital Producers: Matt Couston, Rugen Du Bray, Tim Turner
Information Architect: Sarah Kelliher
Senior Digital Creatives: Neill McAlpine, David Hunter
Digital Designer: Megan Ying
Digital Designer/Front-end Developer: Francis Wu
Senior Front-end Developer: Georgy Malanichev
Systems Engineer/Back-end Developer: Dmitry Shumkov
Senior Flash Developer: Steven Ashby
Motion Graphics Designer: Tomas Cottle
Animation: Fluxx Animation
Agency Editor: Ian Bennett
Creative Services Manager: Andi Dalton
Agency PR: Isobel Kerr-Newell
Production, Post and other credits
Production Company: Goodoil
Director: Hamish Rothwell
Executive Producer: Sam Long
DOP: Crighton Bone
Colourist: Pete Ritchie
Editor: Peter Sciberras
Post House: Blockhead
Animation Production Company: Assembly
Music & Sound Design: Franklin Road
Composer: Jim Hall
Sound Designer: Shane Taipari
Stills: Ross Brown @ Match Photographers
Media: Carat
Search: Search Republic
Brand research: The Research Agency
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