ASB asks Kiwis how they measure progress in their lives in newly launched campaign via True

ASB has launched its latest campaign via True, revealing how Kiwis measure progress in their own lives and what it means for them to be one step ahead.

To gain insight into how Kiwis define and measure progress, ASB surveyed more than 1,000 people from across New Zealand.

ASB general manager marketing Shane Evans says the research overwhelmingly reveals New Zealanders’ historical marker of success has shifted with 90% of respondents relating progress to their and their family’s wellbeing over material possessions.

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Says Evans: “Ahead of this campaign we set out to understand what progress means to New Zealanders and if the idea of ‘keeping up with the Joneses’ was still a key driver of success.

“We found that the quarter-acre dream is no longer a relevant blanket benchmark for achievement here in New Zealand. Instead progress looks and feels different for everyone depending on their life stage and circumstance.”

To ensure ASB captured what being one step ahead means to New Zealanders, the campaign features real Kiwis discussing what progress means to them in their own lives. Each responded differently.

Four Kiwis highlighted include New Zealand shoe company Chaos & Harmony creative director Rebecca Anderson, 3D-limb printer Sarah Lin, LA-based tattoo artist Dan Smith and Black Ferns Sevens player Ruby Tui.

Says Evans: “Our new campaign is about identifying what success means to our customers and getting alongside them and helping them get one step ahead in ways unique and relevant to them.

“We learned that for New Zealanders progress and achievements go hand-in-hand.”

The creative agency behind the bank’s progress campaign is ASB’s brand agency True.

Says Steve Kane, managing director, True: “This campaign gave us an opportunity to stand out in a category where convention has resulted in rational product features dominating over deeper emotional connections. As the research highlighted most Kiwis have a sense of momentum and it’s that – the feeling of progress – that unites us. So, progress became the basis for the campaign: acknowledging that it means different things to different people. Whether it be gaining knowledge, increasing freedom, striving towards independence, making mistakes and learning from them.”

Click here to access ASB’s progress hub featuring extended videos and more information about the Kiwis involved.

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