Droga5 NZ rolls out major rebrand for ASB Bank on Sunday with campaign fronted by bank staff

On Sunday night Droga5 New Zealand will roll out its new ASB Bank campaign with the tagline, ‘Creating Futures’, in what is arguably New Zealand’s biggest brand relaunch. 

New TVCs, shot by Flying Fish director Gregor Nicholas, dramatise true customer stories, alternating with real ASB staff talking about their life and their jobs.

Droga5 has seven in the can, with a teaser that goes to air on Sunday.

The bank’s had a complete image overhaul from in-bank livery right down to the smallest in-bank detail – including all stationery, banking slips, deposit envelopes and fax headers.

The new look even extends to the transactional side of the bank’s business with www.asb.co.nz receiving a slash-and-burn makeover that starts with the elimination of clutter on the landing page (including ads for the ASB’s own financial products). The focus is now on a simpler page with the login and password fields centre-stage.

Media includes TVCs, billboards and print with the campaign connecting to the Goldstein era with a theme of easygoing familiarity and gentle humour running through all ads and collateral. The ASB’s trademark yellow has also been retained.

Also on Sunday, a new website, www.creatingfutures.co.nz (the Hub, as it is to be called) goes live with the first two TVCs. This breaks new ground with all the TVCs running on the Hub two weeks before they hit the air.

All the ads and collateral were previewed by 2000 ASB staff at Eden Park last week.