ASB, WiTH Collective and Curious Film’s Rachel House are back to reward New Zealand with True Rewards

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After their highly successful campaign last year, ASB and WiTH Collective, Linked by Isobar are back to spread the joy of redeeming ASB True Rewards with Curious director Rachel House reprising her acting and directing role of the ‘True Rewarden.’ 

True Rewards is ASB's popular and long-standing loyalty rewards programme, and has been in existence since 1998. Working with WiTH Collective, the introduction of the True Rewarden has had a transformative effect on the programme in terms of recognition and uptake. 

Last time we met the True Rewarden she was a lone wolf on a mission to make sure New Zealanders were getting the rewards they deserved, with every purchase. And they did. Hard to ignore, easy to understand, the campaign developed by WiTH Collective was a nationwide hit, receiving over 1,000,000 views online. It re-engaged the customer base and throughout the campaign period saw a significant uplift in ASB True Rewardees rediscovering feeling rewarded by redeeming.

Shane Evans, General Manager of Marketing from ASB said, “ASB was the first bank to bring a credit card reward programme to the market and it’s inspiring to see 20 years on the uptake continue to grow because it’s a clear signal that our customers value True Rewards and the easily attainable rewards on offer.” 

This year, WiTH Collective has scaled up True Rewarden’s operation, and she is back to launch the True Rewarden Academy, to educate New Zealanders on the exciting ways they can redeem their rewards, and all the partners they can redeem them with. 

Evans says, “We’re excited about bringing back Rachel House as our True Rewarden for this campaign. She’s talented not only in front of the camera but also as a director. Rachel and WiTH Collective have done an incredible job of helping convey how simple it is to earn reward dollars and in turn reward yourself with that perfect something from one of our many True Rewards partners” 

Nicole Hetherington, Creative Director at WiTH Collective said, “It’s been great working with ASB and Rachel to create a character people genuinely like. We had a such a super response to the first True Rewards campaign. It also delivered a great response for the business. We’re looking forward to seeing this work build on that.”

Rachel House, Director at Curious Film said, “It’s always a fabulous time working with the WITH Collective team and ASB. The adventures of the True Rewarden continue with a fantastic team of new academy recruits who have made this experience a heck of a lot of fun.”

The campaign will run over the next 12 months across TV, outdoor, social and targeted proximity, and digital channels. More information about ASB True Rewards can be found at

WiTH Collective’s ‘True Rewarden’ campaign launched yesterday across TV, OOH, Digital, Social and ASB’s owned assets. You can view the videos here:

45” Launch

15” Training

15” French