ASB helps Kiwis get ahead of scams in new awareness campaign via The Monkeys, Aotearoa


ASB has this week launched the next phase of its significant, ongoing and multi-layered fraud and scams awareness campaign developed by The Monkeys Aotearoa, to help keep all New Zealanders informed and vigilant, as the first line of defence against scams.


Says Helen Fitzsimons, chief marketing officer, ASB: “Online fraud and scams are a rapidly growing problem here and around the world, carried out by very sophisticated criminals and criminal organisations. Scams are constantly evolving and are increasingly complex so it’s important New Zealanders’ knowledge of scams continues to evolve too.

“This campaign aims to reach as many New Zealanders as possible, wherever they consume their media, whether that is a phone screen, the six o-clock news or a newspaper, Instagram or TikTok, or during their morning commute.”

The campaign includes a TV ad featuring much-loved ASB characters Ben and Amy, with some common scam red flags and a reminder about sharing personal information. Attention grabbing content will also show up on billboards, digital and will feature in an extensive social media campaign, which includes alerts about current wide-spread scams. It is intended to help people stop and think and be extra vigilant in their daily lives.

As the campaign rolls out, news content across online, the New Zealand Herald, TVNZ Breakfast, and regular updates from ASB fraud experts during 1News at Six will help to build more in-depth knowledge of fraud and scams, as well as spotlighting significant scams as they happen.

ASB is working closely with other banks, Police and other affected industries such as telecommunications companies on a range of significant fraud fighting initiatives.

Client: ASB
Chief Marketing Officer: Helen Fitzsimons
Head of Brand Experience: Rachel Aikin
Chapter Lead Personal Marketing: Morgan Lee
Brand Experience Lead: Bianca Osborne
Brand Manager: Rosi Carter
Direct Campaign Manager: Divya Patel
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
Head of Strategy: Hugh Munro
Senior Strategist: Craig McLeod
Head of Integrated Production: Rosie Grayson
Integrated Producer: Callum Crab
Group Business Director: Ruth Coulson
Business Manager: Jackson Edgecombe
Creative Director: James Conner
Creative Director: Christie Cooper
Senior Art Director: Liz Richards
Senior Copywriter: Nick Dellabarca
Art Director: Susannah O’hUadhaigh
Copywriter: Kat Menary
Copywriter: Arron Sharma
Senior Designer: Amy Cole
Senior Finished Artist: Lisa Stowers
Studio Designer: Vivian Heng

Production Company: FINCH
Executive Producers: Bex Kelly, Corey Esse
Director: Alex Roberts
Producer: Nikki Walker
DP: Marty Williams
Production Design: Jon Lithgow
Editor: Julian Currin
Audio: Franklin Road Music & Sound
Online: Creature Post
Colourist: Pete Ritchie
Photographer: Reagen Butler
Retoucher: Sixty-Four
Stills Producer: Collective Force

Media Agency: Initiative Aotearoa