ASB launches Snapchat ‘Snap Scholarships’ campaign for students via Saatchi & Saatchi NZ

Following on from a series of successful social campaigns on Facebook (Like Loan) and LinkedIn (Ambition), ASB and Saatchi & Saatchi NZ have launched the next social instalment, this time on Snapchat, further cementing their position as New Zealand’s most social bank.

The ASB Snap Scholarships campaign is designed to engage with tertiary students and apprentices on a platform they love using. The campaign will both entertain and reward followers while opening up a line of communication for them to connect with ASB to talk about their banking.

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Says Ian Hulme, senior digital strategist, Saatchi & Saatchi NZ: “We already know that students are a notoriously hard audience to reach and they are numb to any media channel being used traditionally. So it wasn’t enough to just be ‘where the kids are’, we needed to do something authentic and entertaining, and most importantly, be true to the platform.”

Each week a series of scholarship challenges that have fun with Snapchat functionality will be released under the My Story section. From Snapchat users are directed to a purpose built, mobile optimised website, asb.co.nz/scholarships, to submit their answer and contact details – those who do so will be in with a chance to win anything from McDonalds and Spotify vouchers to festival tickets, PlayStation 4 consoles and iPhone 6 handsets.

Says Shane Evans, head of brand and retail marketing, ASB: “At ASB we are committed to communicating with our customers in the channels that are most relevant to them in their daily lives. Snapchat is an exciting social media platform and is a unique opportunity to re-engage with tertiary students across the country as they enter the next phase of their financial lives.”

In addition to these weekly prizes, every individual challenge entered correctly also gains one entry into a draw to win the grand scholarship of $10,000 cash. This will be deposited into an ASB Tertiary account, which the winner can put towards their tuition fees or apprenticeship set-up costs.

The heroes of the campaign are cute Snapchat finger characters who deliver messages in both Snapchat and throughout supporting media, acting as quirky and likeable guides through the competition.

‘Snap Scholarships’ will be promoted over an 11-week period through a series of online and pre-roll videos, Spotify and Pandora activity, Radio on air ad-libs and Facebook promotions, encouraging people to add “ASBBank” on Snapchat.

Saatchi & Saatchi