When it comes to money, young people want life hacks, not lectures. In its latest campaign ASB via The Monkeys Aotearoa, part of Accenture Song, is helping 18 to 24-year-olds better navigate a world of financial possibilities they can take advantage of.
The national campaign ‘Level Up’ will help guide young people on their exciting and often unpredictable life journey.
Says Damon Stapleton, chief creative officer, The Monkeys: “Levelling up your money game helps you live life one step ahead. We know people want to live their own version of a fulfilled life but we know that the bankxiety is real. Schools don’t teach it. You don’t talk about it at home. Sure, there’s heaps of information out there, but where do you even start?
“We wanted to make the confusing stuff a bit easier so these guys can get the everyday stuff sorted, and think about the big picture, whether that’s five years from now or just tomorrow night.”
Directed by Thunderlips via Thick as Thieves, the campaign launch videos take a humorous look at what levelling up means to a wide range of young Kiwis, in relevant scenarios from flatting to festivals – a celebration of a levelled up life.
The campaign will launch on Instagram and TikTok and also includes OOH. It will be supported by a suite of elements including ASB’s Level Up podcast series: A Masterclass for your Money, and ‘always on’ everyday tips and tricks to support this audience.
Says Sumi King, GM brand and marketing (acting), ASB: “At the heart of this work is young Kiwis. We want to support them on their life journey through all the milestones and challenges, starting with getting a car, studying or flatting, and continuing to help them live life one step ahead.
“We had to completely rethink how we show up in market given 18 to 24 year olds are largely disengaged with banks.
“We needed to strike a balance with the content we created – it had to feel natural to the platforms it was executed in but creatively disruptive enough to command attention. It’s an exciting opportunity to change up how the bank connects at every touchpoint, fuelled by an ongoing commitment to test and learn.”
Chief Transformation Officer: Lohit Kalburgi
GM Brand & Marketing (Acting): Sumi King
Head of Consumer Marketing: Vanessa Morris
Everyday Banking – Marketing Manager: Ashleigh Smith
Everyday Banking – Marketing Manager: Allie Buczkowski
Brand Lead: Elle Lee
Creative Agency: The Monkeys, Aotearoa part of Accenture Song
Chief Creative Officer: Damon Stapleton
Senior Creatives: Liz Richards & Nick Dellabarca
Rosie Grayson – Head of Integrated Production
Callum Crabb – Integrated Producer
Tom Sykes – Head of Planning
Michael Doolan – Business Director
Agency Partners – dentsu, Acquire & Search Republic
Executive Producer: Nik Beachman
Producer: Anna Stuart
DOP: Eoin O’Liddigh
Production Designer: Catherine Ellis
Stylist: Amira El’Orfi
Editor: Luka Turjak
Colourist: David McLaren
Post House: Perceptual Engineering
Audio: Liquid Studios
Sound design & mix: Andy Morton
Audio Producer: Shirleyanne McDonald Shaw
Music licensing: Jonathan Mihaljevich: Franklin Rd.
Photographer: Frances Carter
Agent: Loupe Agency, Emily Moon
Stills Assistant: Cameron Lloyd
Retouching: Denny Monk