ASB celebrates financial literacy and All Blacks sponsorship in new ‘Smiles’ campaign via True

ASB GetWise graduate Hana follows up her successful ‘Stick’ start up business with orange smiles in the second chapter of ASB’s financial literacy advertising campaign via creative agency True, celebrating a generation of cash clever Kiwi kids.

More than 890,000 kids across the country have gone through ASB’s GetWise financial literacy programme, equipping them with savings advice to help them be more cash clever.

Armed with knowledge from ASB GetWise and learnings from her first business, Hana and her trusty wing man, Clever Kash decide to branch out, launching their second business ‘Smiles’, selling oranges at local rugby clubs. On her opening weekend her first customers include a few All Blacks.

ASB marketing general manager Shane Evans says the ‘Smiles’ campaign ties in the bank’s focus on financial literacy as well as celebrating its sponsorship of the All Blacks, during a big year for rugby worldwide: “We wanted to draw on a real Kiwi tradition, oranges at half time of a rugby game. We all know what it’s like to have forgotten the oranges for our kids’ rugby game, and Hana like any good business person, saw this gap in the market.

“ASB has sponsored the All Blacks for the last four years and it’s obviously a pivotal year for them. We wanted the second chapter of our financial literacy campaign to pay tribute to that sponsorship while also highlighting our work in the financial literacy space.”

The campaign celebrates ASB’s work as one of the country’s main contributors to financial literacy education.

Says Tim Huse, executive creative director, True: “It’s been fun to welcome back New Zealand’s most charming little entrepreneur and her sidekick, Clever Kash.

“We’ve seen her take the lessons and confidence from ASB’s GetWise programme, and use it to corner the market in sticks at the local dog park. But now her latest venture is getting the thumbs up, and a lot of smiles, from her customers – including the All Blacks.”

ASB GetWise, coupled with ASB’s Clever Kash digital money boxes, aims to help teach children good savings habits from a young age. To date, more than 70,000 Kiwi kids have a Clever Kash.

Says Evans: “The ASB GetWise programme has been running for more than ten years now, and it’s been great to see so many Kiwi kids taking an interest in saving and entrepreneurship as a result of this.”

The campaign will be running through until the beginning of November.

For more about the campaign please visit www.asb.co.nz/kids-banking.

For more about ASB GetWise, please visit https://www.asb.co.nz/banking-with-asb/financial-literacy-get-wise.html.

For more about Clever Kash, please visit https://www.asb.co.nz/banking-with-asb/clever-kash.html.