ASB encourage Kiwis to ‘Live Life One Step Ahead’ in new campaign via WiTH Collective, New Zealand
ASB has launched its latest brand campaign, encouraging New Zealanders to “Live Life One Step Ahead” via WiTH Collective New Zealand, Linked by Isobar.
The new brand work has been designed to reflect customers changing expectations of life and of their bank and marks a shift for ASB back to a long-term brand building approach, one that was carefully informed by both global best-practice and a bespoke and highly rigorous research and strategic process.
The multi-platform campaign introduces the country to Ben and Amy, a lovable and thoroughly modern Kiwi couple who will take us on a journey of the ups and downs, twists and turns of life and prove out the insight that ‘no two lives are the same’ and ‘whichever path you choose, ASB can help you live it one step ahead’.
Says Shane Evans, practice lead brand and marketing at ASB: “We’re really excited to introduce Ben and Amy to New Zealand. They’ve been great talent to work with and this new campaign kicks us into an exciting period as we look to create a long-term brand platform that is highly relevant to the next generation of customers and their expectations of us. This platform will also help us continue to develop our customer experience, which we’re looking forward to.”
Says John Marshall, general manager, WiTH Collective: “The aim was to capture both the progressiveness and the warmth of the ASB brand and to create a platform that resonated with this new, younger audience to set the brand up for the future.”
Says Jack Delmonte, creative director, WiTH Collective: “I got my first bank account with ASB when I was 12 years old. Hadleigh got his to sort the finances at his uni flat. Since then the way we approach life and what we want out of it has changed monumentally. This work is a reflection of this modern mentality. We’re super excited for Kiwis to get to know Ben and Amy. They’re good sorts. Plenty more to come.”
Following on from its successful ASB Sustainaball campaign for the ASB Classic last month, the ‘Live Life’ campaign is the first major brand piece of work for WiTH Collective since its appointment as lead creative agency in 2019.
The first phase of the campaign went live Sunday 23 February and will be across all above the line channels and have an extensive digital and social presence over the coming months.
ASB
Shane Evans – Practice Lead Brand & Marketing
Sumi King – Chapter Lead Brand
Bianca Osborne – Brand Lead
Jess Standidge – Brand Campaigns Manager
Madeline Biddulph-Wall – Associate Campaigns Manager
Jasmine Taggart – Social Media Lead
Lidia Chubarova – Performance Marketing Manager
Caitlin Madden – Communications Manager
Creative Agency – WiTH Collective
John Marshall – General Manger
Claire Beatson – Head of Strategy
Jack Delmonte – Creative Director/Copywriter
Hadleigh Sinclair – Creative Director/Art Director
Joe Ranallo – Senior Copywriter
Will Winter-Irving – Senior Art Director
Jacqui Barry – Creative team
Vikki Cheng – Creative team
Kate Syms – Senior Account Manager
Lydia Sleeman Bailey – Account Manager
Steve Nute – Design Lead
Carl Dixon – Senior Designer
Shevonee Muthiah – Junior Designer
Iain Todd – Head of Production
Media – Carat
Jono Sorensen – Agency Director
Tasmin Bradley – Business Manager
Jenny Fulton – Executive
Shanice Singh – Implementation Executive
Andrew Bittle – Implementation Manager
Hugo Winter – Senior Business Director
Search Republic
Karl Rooney – Head of Paid Media
Larysa Sydorczak Performance Marketer
Acquire Custom Programmatic
Zane Furtado – Programmatic Director
Kurt Lowry – Digital Business Manager
Max Huang – Programmatic Buyer
Production: FINCH
Alex Roberts – Director
Corey Esse – Manager Director
Loren Bradley – Executive Producer
Sarah Cook – Producer
David Whittaker – Editor
Post Production: Atticus
Post Production Executive Producer: Amelia Bromley
VFX Artist: Stuart Bedford
10 Comments
Such tough work, and the work always reflects this. With the big budgets and big prominence it’s super frustrating to deliver such average work over and over again
What happened to True? I like this. strong music, feels fresh for a bank.
What are the names of ANZ’s Ben and Amy?
I have to agree with ‘Banks’. The big dream is always to land a bank, but the reality is a multi-layered beast.
Even so, I’m not sure about this. I really want to like it, I really want to laugh…but it all seems so familiar.
I love how banks always like to compare themselves to other brands outside of banking world yet never are prepared to act like those brands.
This isn’t fresh. It’s cliched, standard and expected – change the end frame and it’s ANZ.
@Banks – How do you know this is average work? It’s only just been launched. Surely we need to wait and see if this actually appeals to the NZ public and results in uplift for ASB before we’re able to judge if its average or not? Or are you judging it on something that nobody beyond the readership of this blog really cares about?
If you don’t know why this is average and need to wait for the public to tell you what to think, you shouldn’t be working in this industry. Beautifully made though, Finch. Nice work.
This is good for a bank. Or shall I say, good for ASB. Better than that mood film, music video thing they were running.
‘Good for a bank.’ So otherwise, not good?
Love the ad. Kudos to the creative marketing team. Inspires all first home buyers to take a leap of faith and own their own home.