ASB introduces ‘Small Steps’ in new brand campaign via The Monkeys Aotearoa
Launching the next chapter in Ben and Amy’s story, ASB is back with ‘Small Steps’ a new brand campaign via The Monkeys Aotearoa, part of Accenture Song, featuring one of New Zealand’s favourite on-screen couples as they take small steps to achieve their goals.
The campaign is designed to bring to life ASB’s purpose to accelerate financial progress for all New Zealanders. ‘Small Steps’ coincides with the bank continuing its journey to improve the financial wellbeing of customers and communities, having turned purpose into action.
The campaign is underpinned by a body of work aimed at driving a behaviour shift that empowers customers to take a course of action to positively influence their financial wellbeing, delivered through ASB’s customer channels, tools and support.
ASB recently unveiled Gamechanger, an eight-part minisodes series with TVNZ, where customers can see the power of ASB’s support in action. An updated ASB MoneySpace hub has also gone live, including a wide range of inspiration and support tools.
Says Rosalyn Clarke, customer outcomes and advocacy GM, ASB: “Our research indicates that 41% of customers have less than $1,000 in savings, whilst 37% of customers are living pay-day to pay-day so the need for ASB to play an active role in helping our customers has never been greater.
“ASB Gamechanger showcases some of the financial wellbeing tools we have available for inspiring and empowering our customers to make positive changes that will improve their financial wellbeing, and there is even more to come in this space.”
Says Damon Stapleton, chief creative officer, The Monkeys Aotearoa: “We all know that working on your finances can be hard, sometimes a little intimidating, often leaving you feeling not completely in control. That’s why focusing on taking small, regular steps (with a little encouragement along the way) can help you achieve your goals, helping you to live life one step ahead.
“So how do you show that? Well, by showing that Ben’s perseverance pays off, and no matter how long it takes, success (and your ultimate goal) is possible.”
‘Small Steps’ is set to run in New Zealand across broadcast, OOH and online.
Client: ASB
GM Marketing (Acting): Sumi King
Chapter Lead – Consumer Marketing: Vanessa Morris
Brand Lead: Elle Lee
Brand Campaigns Manager: Shem Baua
GM Customer Outcomes and Advocacy: Rosalyn Clarke
Creative Agency: The Monkeys Aotearoa, part of Accenture Song
Media Agencies: Dentsu, Acquire & Search Republic
Production Company: FINCH
Director: Alex Roberts
Executive Producer: Rebekah ‘Bex’ Kelly
Producer: Sarah Cook
Sound mixing: Craig Matushka
Music licensing: Jonathan Mihaljevich
20 Comments
Small steps can help you achieve your goals. More like a cushion quote than a strategy.
Tell me this type of work isn’t the reason ASB ditched their last agency?
To be posting this.
A client so far up their own business they can’t see that this ad is really no different to their last lot. I don’t get why they keep producing the same storyline. Consumer outtakes won’t be about saving money and every small action making a difference
What a load of WOKE garbage.
I’m seriously considering moving my money to another bank.
Just put the St George bank dragon on her head?
Bueno
When an new agency opens its doors and can’t make a ‘drop the mic’ piece at least make a statement of intent.
Let’s all just remember this is NZ’s favourite ad campaign. I wouldn’t mess with that too much…
Charming, nice, likeable. Sure nothing boldly different, but the nation will love it.
Brand attribution and likeability scores seem to trump a meaningful useful message.
What a mess.
At least it make sense as a story, unlike that last watch-shop thing…
Creatively speaking, the top 10 ad campaign list is pretty garbage. The key to making that is simply wasting $250k on a big sound track and a whole lot of media investment.
https://theresearchagency.com/mainframe/top-10-ads-new-zealand-results-2022
Curious to know what you mean by ‘creatively speaking’?
How can you dismiss a campaign as being garbage when the public says it’s their favourite?
Creatively speaking, isn’t it our job to create work that Kiwis remember and like?
And yes, if we’re taking effectiveness into account, media investment is important.
…vomit in mouth.
It is hysterical how people on this blog dismiss popular ads. Like it’s terrible if the average punter likes something. Which is actually our job.
I think it’s less about this ad and more about this client and their behaviour towards agencies that spurs the hate
I like it.
I’m not surprised ASB and Monkeys made a safe play here and didn’t mess with a popular formula, I am surprised they bothered to make a press release about it.