…Because S&S realised that what real people say about money is far more compelling.
ASB is known as the social bank in New Zealand. That gave Saatchi & Saatchi New Zealand’s new joint ECDs an idea…
“People don’t talk about banking. They talk about money, and usually their difficulties with it. 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,” Corey Chalmers explained.
“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,” Guy Roberts added.
The campaign is a collection of content for online that’s a little like eavesdropping on your friends. There’s no big bank voice telling you what’s what and the slice of life conversations all direct viewers to the practical information on ASB’s YouTube channel – 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.
“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,” Anna Curzon, ASB’s general manager of marketing, commented.
The campaign will include digital, social, TV, outdoor, radio and in branch.
The new work follows on the heels of 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. ASB will also be hosting a series of exclusive events with global entrepreneur and business leader, Arianna Huffington, in Auckland this Friday.
The campaign will include digital, social, TV, outdoor, radio and in branch.
Creative credits:
Agency: Saatchi & Saatchi
Executive creative directors: Corey Chalmers & Guy Roberts
Creatives: Daniel Lunn, Thomas Marcusson, Charlie Godinet, Matt Sellars, Cory Bellringer, Sunday Punch
Head of Content: Marty Collins
Senior producer: Anna Kennedy
Digital production director: Lorraine Guerin
Technical Director: Matt Skinner
Senior digital creatives: Neill McAlpine, David Hunter
Animation: Fluxx Animation
Production Company: Goodoil
Director: Hamish Rothwell
Executive Producer: Sam Long
Post production: Blockhead
Animation Production Company: Assembly
Music & Sound Design: Franklin Road
