ASB Helps Kiwi Businesses Get Their Head In The Game in New Campaign by The Monkeys Aotearoa
With the support of New Zealand’s most loved sports teams, the All Blacks and Black Ferns, and most beloved advertising couple (Ben and Amy), ASB, via The Monkeys Aotearoa, part of Accenture Song, is calling on Kiwi business owners to get their head in the game this Rugby World Cup.
The new national campaign highlights ASB’s support of business customers of all sizes. Quality coaching and team development can be out of reach for many businesses, but as part of this campaign, ASB business customers have the chance to win one of five coaching programmes run by All Blacks Performance Labs to help build their own championship team.
The All Blacks Performance Labs team has learnt from some of the world’s most renowned organisations and teams, including the All Blacks and Black Ferns to develop a ground breaking programme that unlocks the DNA of success for businesses around the world.
As well as encouraging ASB business customers to be in it to win it, the ’Get Your Head In The Game’ fully integrated campaign drives awareness of the bank’s sponsorship of the All Blacks.
The campaign features a new 30” TVC with ASB’s Ben and Amy presenting their business plan to the All Blacks and Black Ferns. It also includes a suite of videos featuring All Blacks and Black Ferns imparting insights and their experiences within a high performing team, and how that can be applied to New Zealand businesses.
Starring All Blacks and Black Ferns superfans Ben and Amy, dynamic digital OOH billboards will feature across the country, changing out in real-time in response to the game results throughout the tournament. Alongside broadcast and OOH, direct, digital and social will also help drive entry into the competition, supported by a website that has more information about the All Blacks Performance Labs partnership.
The campaign will also run below the line with customer comms, and tools to support ASB’s frontline teams to encourage customers to participate. Internal competitions will run for ASB staff to join the fun, recognising the bank’s most important asset is its own team.
Says ASB Business Marketing Chapter Lead Rochelle Walsh: “Like the All Blacks, New Zealand businesses are facing their own unique challenges and pressures right now and we wanted to use our partnership with the All Blacks in a creative way, to deliver value to our business customers.
“We know that working together and having the right mindset is key to unlocking the potential in any team – especially in an environment that is changing and often challenging.”
Adds The Monkeys Aotearoa Chief Creative Officer Damon Stapleton: “The campaign brings together ASB’s popular couple in Ben and Amy alongside one of NZ’s most iconic teams – the All Blacks. The campaign is a great way to show ASB’s support to New Zealand businesses and the teams that are key to their success.”
VIEW THE SPOT
View Anton Lienert-Brown Interview
Client: ASB
Chief Marketing Officer: Helen Fitzsimons
Chapter Lead, Business Marketing: Rochelle Walsh
Head of Brand Experience: Rachel Aikin
Brand Experience Lead: Bianca Osborne
Marketing Manager, Business Marketing: Ben Fong
Marketing Manager, Community Partnerships: Jonathan Rea
Executive Manager, Commercial Partnerships: Mark Graham
Senior Social Media Manager: Jasmine Taggart
Creative Agency: The Monkeys Aotearoa, part of Accenture Song
Chief Creative Officer: Damon Stapleton
Chief Business Officer: Storm Day
Senior Strategist: Craig McLeod
Head of Integrated Production: Rosie Grayson
Senior Integrated Producer: Nikita Kearsley
Integrated Producer: Callum Crab
Group Business Director: Ruth Coulson
Business Manager: Jackson Edgecombe
Creative Director: James Conner
Creative Director: Christie Cooper
Art Director: Susannah O’hUadhaigh
Copywriter: Kat Menary
Copywriter: Arron Sharma
Design Lead: Lorenz Perry
Senior Finished Artist: Lisa Stowers
Studio Designer: Vivian Heng
Production Company: Reel Factory
Executive Producer: Dan Watkins
Director: Andy Morton
Producer: Pippa Keiller
Composition and audio: Franklin Road Music & Sound
Photographer: Sacha Stejko
Retoucher: Tammy White
Stills Producer: Michele Richards-Berry (IDC)
Media agencies: dentsu, Acquire, Search Republic
20 Comments
tbwa would do before they sacked half the creative dept
Yes but which half?
Give me a borrow the All Blacks but with much less money and deliver many more messages.
That you can do top class work no matter how bad the client. How you made Benee work and then follow it up with this is prime example.
Why did ASB change creative agencies again ? Surely this isn’t why
Because with over 800,000 people at Accenture, we have access to this enormous global team and the calibre of thinking that we can plug in alongside our local teams here. The cross pollination of innovators, consultants, developers, engineers, technicians, strategists, designers and creatives is something we’ve never had before. And that’s the only way this 30” TVC could be made.
Very amusing.
Should’ve used the wahs
Do you agree that each latest version of Ben and Amy TVCs get worse?
No epic music track, no warmth and humour, no connection, no story evolution?
You can almost tell that Ben and Amy are not an idea that was generated at The Monkeys and they are the step kids they never really wanted but will help raise just so they can be called Daddy
Ben and Amy are not an idea.
oops
Someone please help us – we’re trapped and ASB force us to do these ads or they’ll force foreclosure on our homes
They aren’t an idea but they are a vehicle to deliver brand messages. They are always in TRAs top ad tracker, and ANZ liked them enough to go find an Indian version
but ANZ they also picked a bland sport (cricket) to help tell the story – likely down to a bland team who are out of touch with what NZers actually care about
I wrote those ads!
Goldstein was an idea and a vehicle. And popular. Oh, and creative.
Really like this
Just kidding. Up the wahs.
Man All Blacks brand has fallen so much from what it was and there is no sign of it turning around eh
Would you trust your business plan to a sports team who are losing their way? Nonsensical and not even funny.
MUSTS:
Include Ben & Amy. Our research shows kiwis love and affiliate with them. Make it work.
Keep to our TOV. We are a bank, not a playground.
Cram contrivances down audience’s throats. They love that too.
AVOID:
We’re not looking for ‘big ideas’ here. Retail is our jam.
No design flourishes. We want our in house ‘designer’ to roll these out.
Wouldn’t get away with that today…
Bit racist….