Clever Kash celebrates its arrival with newly launched campaign via Saatchi & Saatchi NZ
Following the pilot launch of Clever Kash in September 2015 which generated interest from more than 53,000 Kiwi families, the first official release of ASB Clever Kash cashless moneyboxes have arrived in New Zealand accompanied by a campaign via Saatchi & Saatchi, New Zealand.
The elephant-shaped moneybox, the next generation of ASB’s iconic yellow Kashin moneyboxes, provides a digital twist to earning pocket money, and is designed to get kids excited about saving.
Instead of holding physical notes and coins, Clever Kash will display the child’s account balance digitally, by interacting with the ASB Mobile banking app. Rather than scrambling for cash at pocket money time, parents can ‘swipe’ virtual notes and coins from their phone to Clever Kash. The screen on Clever Kash’s tummy keeps count and shows the child’s progress towards their savings goals.
Clever Kash was developed by ASB and Saatchi & Saatchi New Zealand. The moneybox was developed in collaboration with ASB’s Technology & Innovation Labs, the Saatchi & Saatchi innovation team, Assembly, 4Design and 
Kamahi Electronics and is being manufactured through The Warehouse Group Wholesale.
Saatchi & Saatchi has created a new campaign to announce the official arrival of Clever Kash that launched last night and will run across TV, digital and social.
ASB general manager marketing Shane Evans says Clever Kash and its associated software is the product of two years’ worth of ideation, iteration, design, development and testing, and it is great to now be able to share it with more Kiwi families.
Says Evans: “We believe Clever Kash to be a global innovation. It is exciting to extend ASB’s proud history of ground-breaking firsts and solving customer problems using technology.”
Since the initial launch in September 2015, ASB has been testing Clever Kash with more than 250 families across the country to get feedback on what worked and where improvements could be made. Evans says they are thrilled with the positive reaction.
Says Evans: “The insights we’ve received via this customer-centric approach confirm it’s an innovation that hits the mark and will motivate kids to value and save money.”
Says Corey Chalmers, executive creative director of Saatchi & Saatchi: “It is a wonderful moment seeing Clever Kash officially arriving into the hands of ASB’s littlest customers, knowing that he is going to make a real impact on our kids’ savings habits. Again, I want to thank our brilliant clients at ASB for their continued bravery, foresight and tenacity that has brought this magical idea to market.”
Clever Kash has been celebrated with a number of creativity and innovation awards including the Gold Lion in the cyber category at the Cannes Lions International Festival of Creativity in June 2016. At home, Clever Kash was awarded the Grand Axis and Grand Prix in the digital and interactive category at the 2016 Axis Awards. Clever Kash also contributed to ASB winning Canstar’s 2016 Award for Bank of the Year – Junior Banking. Most recently, Clever Kash was awarded the People’s Choice Award at the NZ Innovation Awards 2016.
Customers interested in receiving Clever Kash can join the waiting list through the ASB Mobile banking app or visit asb.co.nz/cleverkash for more information.
Creative Agency – Saatchi & Saatchi
Executive Creative Directors – Corey Chalmers and Guy Roberts
Digital Creative Director – Terry Williams-Willcock
Art Director – Neill McAlpine
Copywriter – Ant Wilson
Creative – Jess Reihana
Senior Planner – Emma Fern
Business Director – Jill Chestnut
Account Manager – Alana Crooks
Head of Production – Jane Oak
Digital Producer – Brendan Haddock
Retouching – Nick Brown
Studio – Tias Somers, Abigail Kerr, Shane Kelly
Client – ASB
Executive GM of Marketing & Communications – Roger Beaumont
GM Marketing – Shane Evans
Chief Architect – James Bergin
Brand Manager – Emma Lynch
Venture Manager – Lissa Grigson
Product Manager – Anita Parag
Assistant Brand Manager – Emma-Rose Forrester
Communications Assistant – Sahil Vallabh
Marketing CRM Specialist – Janelle Wilson
Head of Digital Marketing – Brad Bateman
Head of Corporate Content and Social Media – Simone McCallum
Social Media Specialist – Jasmine Taggart
Communications Manager – Amelia Cairns
Senior Media Relations Manager – Georgina Bond
Supply and Logistics Lead – Louise Mullane
Production & Photography – Assembly
Director – Damon Duncan
Executive Producer – Amanda Chambers
Producer – Helen Naulls
Visual Effects Supervisor – Rhys Dippie
3D Artists – Alex Mcleod, Craig Speakman, Geoff Kirk-Smith, Josh Fourt-Wells, Katie Naeher, Marcos Godoy
Compositing – Frank Reuter, Kara Vandeleur
Sound/Music – Franklin Road
PR – Anthem
Media – Carat
Search – Search Republic
7 Comments
1 – Kashin was a she, not a he.
2 – Don’t you think you should credit the creative who came up with the idea?
A step forward is not always a step in the right direction.
It’s a battle enough keep a six year old off screens, so why turn a tactile, charming experience into another piece of technology?
Clever is it? You can’t see the savings, feel the weight, rattle them round, or spread all the coins all over the floor and really see what you’ve got.
Lets not ruin childhood with adult-focussed ‘solutions’. Let them climb trees, eat mud and count real coins.
What’s next Virtual Tooth Fairy, Santa App and the Easter Bunnydroid?
NZ is one of the most cashless societys in the world, and that will only increase.
Therefore, the whole point of this is to help teach kids about the value of money in an era where more often than not their parents don’t have real coins for them to count.
But well done for missing the entire point of this entire project.
Totally agree with @Not Convinced. Very weak “idea” that ignores the imaginative powers of children, but panders to the lack of imagination among local award juries. I fart at it.
I came up with this idea.
Credits-wise, this project is becoming the new Yellow Treehouse.
http://www.campaignbrief.co.nz/2015/09/asb-teaches-kids-value-of-mone.html
4 Comments
Good one said:
Nice work. Good to see an ad agency solve a real problem.nice insight !
September 9, 2015 2:18 PM
Vegas said:
What Good one said. Cool idea.
September 9, 2015 8:58 PM
Mark E said:
I think this is one of the best things done here this year. It has a real reason to exist, not a manufactured one. Nice work.
September 10, 2015 9:21 AM
smOke said:
Very nice.
September 10, 2015 10:35 AM