In September 2015, the pilot of the ASB Clever Kash money box was launched by by Saatchi & Saatchi New Zealand.
It generated interest from more than 53,000 Kiwi families.
Clever Kash won the Gold Lion in Cyber Cannes Lions in June. It was awarded the Grand Axis and Grand Prix in Digital and Interactive at the 2016 Axis Awards. And it contributed to ASB winning Canstar’s 2016 Award for Bank of the Year – Junior Banking. Most recently, Clever Kash was awarded the People’s Choice Award at the NZ Innovation Awards 2016.
The ASB Clever Kash cashless money box has now had its first official release in New Zealand after two years of ideas creation, design, development and testing.
And Saatchi & Saatchi has created a new campaign to announce the official arrival of Clever Kash. It will run across TV, digital and social.
In the ad, set to a new version of Jimmy Cliff’s 1972 pop song, You Can Get It If You Really Want, Clever Kash is an adorable animated being, who helps kids get what they want. He is sure to make it onto very many Chrsitmas pressie wish lists.
The elephant-shaped money box was created by ASB and Saatchi & Saatchi New Zealand to be the next generation of ASB’s iconic yellow Kashin money boxes. It gives a modern, digital twist to earning pocket money and is designed to get kids excited about saving.
Instead of holding physical notes and coins, Clever Kash displays the child’s account balance digitally, by interacting with the ASB Mobile banking app.
Parents don’t have to scratch around to find cash for pocket money. They just send virtual notes and coins from their phone to Clever Kash. The screen on Clever Kash’s stomach keeps count and shows the child’s progress towards his or her savings goals.
The money box was developed in collaboration with ASB’s Technology & Innovation Labs, the Saatchi & Saatchi innovation team, Assembly, 4Design and Kamahi Electronics and is being manufactured through The Warehouse Group Wholesale.
ASB general manager marketing, Shane Evans, commented, “We believe Clever Kash to be a global innovation. It is exciting to extend ASB’s proud history of ground-breaking firsts and solving customer problems using technology,” Evans says.
Since the initial launch in September 2015, ASB has been testing Clever Kash with more than 250 families across the country to get feedback on what worked and where improvements could be made.
“The insights we’ve received via this customer-centric approach confirm it’s an innovation that hits the mark and will motivate kids to value and save money,” Evans added.
Corey Chalmers, executive creative director of Saatchi & Saatchi adds, “It is a wonderful moment seeing Clever Kash officially arriving into the hands of ASB’s littlest customers, knowing that he is going to make a real impact on our kids’ savings habits. Again, I want to thank our brilliant clients at ASB for their continued bravery, foresight and tenacity that has brought this magical idea to market.”
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