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

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."

VIEW THE ROBOT SPOT
VIEW THE STEPPER SPOT
VIEW THE MONEY TIPS SPOT
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

12 Comments

hugh said:

BNZ talk money

Papa Smurf said:

The Robot one is genius. Good to see a bank actually being genuine about wanting to help their customers manage their money and then linking this to actual products they have. I think that is called business strategy. The big red bank should take note.

Jimmy J said:

This is average and indulgent.

Company Cat said:

42 people from Saatchis in the credits - you sure you got everybody down on there?

Nope said:

Wow. These are terrible. So much potential. You had 60" to write something funny, instead you came up with this try hard tripe.

Please blame the client for fucking up good scripts.

@Papa Smurf said:


Sounds like you have friends or family involved in this campaign. These aren't good and ASB looks rudderless.

Vegas said:

Saw these last night. Really stood out. Well written. Love that the ASB has a robot in their ad again.

Hmmm said:

Likeable yes, but what we really want is a bank to do something meaningful.

Ye Gods said:

About 55 seconds of barely relevant, entirely unbranded, and trying-very-hard-to-be-clever dialogue, followed by about 5 seconds of animation which contains the actual message. Count me among the underwhelmed.
The pre-Goldstein robot work was better, and that was what lost the account for Gestro-Horne.

Blessed said:

What happened to Brian Blessed? A dead end as widely predicted at the time?

ASB used to produce campaigns that could and did run for years, and was rooted in their brand. Somehow they have lost their way, and this stuff will not help them find their way back.

No Idea said:

Nobody knew what to do so they did this.

more crap said:

Holy hell!!!....did the CEO even see this before it went to air?...has to be some of the worst ads ever produced by ASB...their marketing lately has just been total rubbish!...blind leading the blind there!...thank god for friendships otherwise I suspect heads would roll!!

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