ASB helps New Zealanders ‘own that home’ in latest brand campaign via WiTH Collective
To inject a fresh energy into the home loan category, and get New Zealanders excited and feeling confident about progressing with every aspect of their home buying journey, WiTH Collective, Linked by Isobar, has worked with ASB to launch a new platform to help Kiwis “Own That Home.”
The new positioning from WiTH Collective for ASB, ‘Own It’, highlights the experience of everyday people going through the ups and downs of buying property, aiming to actively encourage and support those at any stage of the process through targeted online content, bespoke customer comms, social promotion and OOH.
WiTH Collective, Linked by Isobar, developed the campaign creative based on the insight that confidence is often low when consumers are considering buying property. The resulting creative directs customers to ASB’s tips, tools, guidance and advice to help them feel empowered to progress with the next step in their home-buying journey.
Says John Marshall, client services director at WiTH Collective: “It’s coming up a year since we opened our doors here in New Zealand and this campaign is
just another example of the big, bold type of work, both we and ASB want to be doing.”
Says Simon Fowler, creative director, WiTH Collective: “There’s a lot of negativity around
buying a home – the process is considered daunting, stressful and confusing. We’re excited to have worked with ASB on a campaign that fills New Zealanders with confidence, and celebrates the hard yards you have to put in. The work feels unique and brings a fresh, positive perspective to the home loan category.”
Says Shane Evans, general manager of marketing, ASB: “At ASB we’re focused on helping Kiwis achieve their home ownership dream. We’re pleased ‘Own it’ will help customers do just that, by empowering them to confidently take steps towards owning their own home. We’ve
enjoyed developing our home lending ‘Own it’ creative platform alongside the WiTH Collective team. They’re great story tellers with a fresh and bold vision.”
The campaign launched yesterday across TV, OOH, Digital, Radio, Social and ASB’s owned assets.
Client – ASB
Shane Evans – General Manager Marketing
Vanessa Morris – Head of Retail Marketing
Emma Lynch – Marketing Manager
Emily Harder – Associate Marketing Manager
Megan Cairns – Marketing Assistant
Emma-Rose Forrester – Brand Campaigns Manager
Beth Te Raki – Portfolio Manager
Aimee Storey – Product Manager
Creative Agency – WiTH Collective
Steve Coll – Chief Creative Officer
Nicole Hetherington – Creative Director
Simon Fowler – Creative Director
Alex Roper – Group Planning Director
Hally Lara – Senior Strategist
John Marshall – Client Services Director
Kate Syms – Account Manager
Lydia Sleeman Bailey – Account Executive
Iain Todd – Head of Production
Content Producer – Alex Mills
Media Agency – Carat
Ryan Jordan – Strategy Director
Mireille Cope – Business Director
Lauren Daly – Business Executive
Nicholas Cornwell – Implementation Coordinator
Josh Reiri-Allen – Senior Digital Manager
Skipper Lomiwes – Senior Programmatic Account Manager
Film Production Company – Rabbit Content
Director – Loren Taylor
Executive producer – Alexandra Hay
Producer – Rita Gagliardi
Post Production – Butchery & Blockhead
Audio Post – Big Pop
Stills Production Company – Photoplay
Photographer – Mark Clinton
Executive Producer – Alison Lydiard
Producer – Ross Colebatch
Retouching – Sixtyfour
18 Comments
just amazing.
I miss Goldstein.
To see they used a Aus agency prod co & stills company (again) ???
Count the number of yellow objects crowbarred into this ad.
That was awful.
What does True even do now?
.. when I heard the concept. But then I watched the ad.
Chanting.. really? ASB just seems more and more out of touch with the NZ population.
I counted 13 yellow objects
…chanting is what you do at an AFL…sorry…[checks notes] Rugby Football match, fellow Kiwis!
Own that home? What the actual fuck! Sanctimonious bullshit by a bank that’s lost its way. This is not one step ahead. This is four steps behind. Who are they trying to kid? For most of the young Aucklanders portrayed in this ad, the reality is ‘rent that tent’.
I walked into my local ASB and started chanting “Show me the money”. They didn’t.
Sanctimonious drivel. Like True’s sanctimonious drivel for ASB. One common factor. Bad clients get the advertising they deserve,
Wow. Great to see our industry coming together and supporting each other with constructive and conversational comments. These comments are worse than Trumps tweeter feed. Sort it out team.
Not surprising they are out of touch given it’s all produced by an Australia company, in Australia.
Nice work with.
@said, having an opinion should be encouraged instead of following a pre-determined narrative that sounds more like the fake positivity drivel you read on LinkedIn.
If you don’t like questioning things then get out of advertising.
The brutal truth is that ASB hasn’t commissioned anything good for quite a while.
Roll on the ASB summer home loan campaign. Better be good.
Awesome stuff ASB
wow love the community feel of the ad. good job with and asb.