ASB launches new money conversations campaign via Saatchi & Saatchi New Zealand

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ROBOT.jpgASB has launched a new marketing campaign via Saatchi & Saatchi NZ, that acknowledges the truth of how many people feel about managing their money, and aims to make it easier by highlighting a range of products, services and practical money tips. 

 

Says Corey Chalmers, Saatchi & Saatchi ECD: “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.”

STEPPER.jpgBuilding 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 – 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.

 

Says Guy Roberts, joint ECD, Saatchi & Saatchi: “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.”

 

Says Anna Curzon, ASB’s general manager of marketing: “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.

This follows ASB’s ‘Ambition’ initiative for business customers that launched last month, which saw all advertising invite 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.

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 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