ASB enlists Rachel House as the ‘True Rewarden’ in its latest campaign via WiTH Collective NZ

ASB’s credit card rewards program True Rewards has this week launched an integrated data-driven campaign and brand re-launch via WiTH Collective New Zealand, to appeal to new customers and re-engage existing members.

Directed by, and starring, Rachel House, the campaign revolves around a central character aptly named the ‘True Rewarden’. Her Job? Get Kiwis to rediscover True Rewards.

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The campaign follows the True Rewarden as she travels the country explaining how the rewards program works, and how to “do every purchase justice”.

It is the first campaign from WiTH Collective’s newly established New Zealand agency.

Says Shane Evans, general manager marketing ASB: “WiTH Collective has done an incredible job not only repositioning the program, but launching its first campaign right through the line.”

Says Simon Adams, partner manager cards, ASB: “We know New Zealanders love earning rewards and we have a great product here. True Rewards are easy to earn and easy to spend, which is why we wanted to reach out to our customers and remind them of our value and simplicity.”

The campaign uses targeted digital display, personalised emails, contextual out-of-home (OOH), TV and will launch in cinemas across the country to align with House’s role in Disney’s Thor: Ragnarok, releasing later this month.

Says Nicole Hetherington, creative director, WiTH Collective: “As an avid rewards junkie I couldn’t resist the opportuntity to reach out to True Rewards customers and remind them how amazing this loyalty program really is. The beauty is in the data too – with so much information available to us, we have a ability to completely tailor the creative message to make it that much more targeted and compelling. So while the True Rewarden works as a great message above the line in film and OOH, customers can now look forward to personalised messages from her too.”

Creative director Simon Fowler applauded the collaborative process – concepted by WITH and brought to life in partnership with client, production, agency and talent.

Says Fowler: “As always, working with Curious was a pleasure – Rachel is a true talent both in directing the spots and being the star of them. This campaign was a joy to make for many reasons, one being the collaborative process between agency, client and production. There were a lot of laughs along the way – such a great result.”

Says Matt Noonan, founder, Curious: “Thank you ASB and WiTH Collective for great, smart, fun ideas and a supportive, collaborative creative environment. Rachel had a fantastic experience and it’s an awesome start for her as a commercial director. This is the way to make entertaining, creative and effective work. Hat’s off to Nic and Si, Steve, Iain and the whole team at ASB.”

The campaign went live on Sunday and will continue in many iterations over the next 12 months.

ASB

Agenct: Gerardine Turney

Media: Carat

Implementation Coordinator: Nicholas Cornwell