ASB helps small businesses to ‘Borrow an All Black’ in new campaign via WiTH Collective NZ
ASB has come out strong in its support for New Zealand business, launching the ASB Business Hub and donating one of its biggest sponsorships to SMEs across the country.
Over the last few months, ASB has worked closely with its customers, supporting them through the challenges of COVID-19. Feedback from these customers as well as research by the bank led to the idea behind ASB Business Hub – an online resource launched last month, dedicated to providing advice and tools for SMEs.
As part of its support for Kiwi business, ASB is also lending its New Zealand Rugby (NZR) sponsorship to 100 businesses, who will all receive a tailored advertising and media package featuring some of the world’s best rugby players from the All Blacks, Māori All Blacks and Black Ferns teams.
The new campaign, via WiTH Collective New Zealand, uses the largest contingent of New Zealand rugby players ever seen in a campaign. Businesses can sign up at businesshub.asb.co.nz for the chance to use the power of the black jersey, with representatives from all three teams, to front an ad for their business.
Says Shane Evans, general manager brand and marketing, ASB: “Over the last few months we have been working closely with businesses across the country and listening to what they need, which was where this idea began. SMEs make up about 97% of all New Zealand businesses and we know they are doing it particularly tough at the moment. We want to do everything we can to help them through this.
“The launch of our Business Hub was just the start. We’re excited to be using our partnership with NZR to highlight some of the amazing businesses around the country, and provide some support through advertising and media for them.
“SMEs are the backbone of New Zealand’s economy, providing about 600,000 jobs and contributing around 26% of New Zealand’s GDP, but more than that, they are Mums and Dads, families and entrepreneurs and we’re looking forward to getting behind them with the help of our national rugby teams.”
Says John Marshall, general manager of WiTH Collective Linked by Isobar: “Off the back of COVID, like many of New Zealanders, SMEs are doing it tough at the moment. They are the heart and soul of our communities. They are not just one man bands or local dairies, there are many types and sizes of businesses across the country and we wanted to do something tangible to help those hit hardest. The campaign shows the All Blacks, Māori All Blacks and Black Ferns in a whole new light and all of the players really rolled up their sleeves for this one, you will have never seen them so candid”.
Says Jack Delmonte and Hadleigh Sinclair, creative directors of WiTH Collective Linked by Isobar: “It’s an incredibly tough time to be a small business owner, so we’re really proud to work with the awesome team at ASB to bring something different to the table. Working with the All Blacks, Māori All Blacks, Black Ferns and the talented Jordan Rivers has been a labour of love and laughs. We’re stoked to showcase an idea that we feel is memorable and special, and will make a real difference for kiwis. We’re excited about this initiative and all the practical and helpful tools planned for the business hub. Plenty more to come. Go the Blues.”
The teaser comms (below) went live July 1 and the full campaign went live Monday 6 July. Small businesses can sign up to win their chance to have a NZRU player to support their business for the month of July and ASB will be rolling out 100 small business ads in August.
ASB
Shane Evans – Practice Lead, Brand & Marketing
Sumi King – Chapter Lead, Brand
Emma Barker – Chapter Lead, Business Marketing
Bianca Osborne – Brand Lead
Jono Rea – Sponsorship Manager
Sharon Moffatt – Marketing Services Lead
Crystal Kaiwai – Marketing Manager – Business Banking
Madeline Biddulph-Wall – Associate Marketing Manager – Business Marketing
Liam Golds – Social Media Specialist
Holly Ryan – Communications Adviser
Marise Hurley – Senior Media Relations Manager
WiTH Collective
John Marshall – General Manager
Claire Beatson – Head of Strategy
Jack Delmonte – Creative Director/Art Director
Hadleigh Sinclair – Creative Director/Copywriter
Matt Woods – Senior Copywriter
Chelsea Sietses – Senior Art Director
Kate Syms – Senior Account Manager
Chris Marshall – Account Service
Tim Costar – Senior Content Producer
Steve Nute – Design Lead
Carl Dixon – Senior Designer
Shevonee Muthiah – Junior Designer
Carat:
Jono Sorensen – Agency Director
Hugo Winter – Client Partner
Amy Greene – Strategy Director
Tasmin Bradley – Planning Manager
Andrew Bittle – Investment Manager
Meg Thomason – Investment Executive
Isobar:
Matt Van Tiel – Delivery Director
Isla Amin – Copywriter
Tristan Holman – UX Designer
Marti Panes Julia – Designer
Mike Bray – CTO
Andre Mikheev – Developer
Search Republic:
Karl Rooney – Head of Paid Media
Isreal Hartley – SEO Director
Larysa Sydorczak – Performance Marketer
Megan Hiew – Digital Content Marketer
Acquire Custom Programmatic:
Anthony Ord – GM of Client Services
Kurt Lowry – Digital Business Director
Ashwin Sundaram – Head of Operations
Olivia Graham – Programmatic Media Buyer
Production: Triple Double
Andy Morton – Director
Peter Clews – Producer
Anthem
Joanna James – Executive Director
Diandra Cave – Account Manager
17 Comments
I saw this in the paper yesterday – brilliant idea / initiative. Best performances I’ve seen out of the All Blacks in a commercial in years. Kudos.
The director was Andy Morton
I have one question – how did you get this approved from NZRU?
Saw this comment once – “this is good from a bank”.
This work is great from anyone.
What I like most is that this idea so large. The TVC is great, but the idea is so much bigger than that.
Well done to those involved.
PS. Can someone explainall the agencgies under the Dentsu group? How many do they have and need?
Going on that credits list.
The ASB work of late has been good. Fair play and all that.
Shot Scrap. Great work once again.
With Collectors. I don’t know who you guys are. But this work nice. Well done. Keep collecting.
is a real collective alright. Wish my name was on it.
Now the agency has got their comments out of the way. Let’s be honest. The idea is ok. The execution is not. It has made the idea worse instead of better.
Haha – didnt know With Collective had 8 staff to come comment on the blog.
This is average work for an average client in an average industry.
but i get kudos for getting some big average work out the door during these “unprecedented times”
Rate this.
The boys have had a tough time lately. Never mind them. This is nice stuff. Hopefully it will help some SMEs out. Looking forward to seeing all the “heaps of ads.”
you know work is good when there is lots of comments. Just like the Emmersons post.
Good work generates debate, gets interest etc. Take it as a compliment all that worked on this and other work that gets slagged off.
I was wondering where the Stoppress commenters went.
This is one of the best uses of an All Blacks sponsorship in a very long time. Admit it, we’ve all worked on them and they’ve been awkward and creatively limiting.
My only small note would be the actual launch ad itself. It’s a bit corny and tired… Presenter walks around film set making little gags… Nah…
The idea itself though? Very, very well done. Great work team. Let’s hope all the other sponsors are taking notes.
The ASB work is very good. They’ve got the brand locked up nice and tight, and given it a modern and fresh impetus that real people in the real world will just warm to. Which is all a bank can do. I love the brand films, and this work is average in adland but a pretty powerful way to matter to small businesses – which is all that matters really. I hope you’ve got a plan for proving how effective it’s been for the businesses you’re helping – will be a nice way to round it off. Kudos to the agency team for strategic discipline and sense, and for putting a little un-soppy personality back into the category. Look forward to reading the Effie papers in the coming years. Anyway I work at another agency so you can also go f*ck yourselves. 😉