Tiki-Touring with ASB
After introducing their successful new brand positioning in March, followed by their love story and getting into their first home, ASB and WiTH Collective at dentsu have launched their next instalment of the Ben and Amy story just in time for a Kiwi summer.
The couple’s next adventure kicked off last week with a tiki-tour around New Zealand, made easier by ASB’s every banking products and experiences.
ASB head of consumer marketing Vanessa Morris said: “The new campaign out of WiTH sees Ben and Amy using the range of ASB experiences such as Visa Debit, payWave, FitBit Pay, Card Control and Save the Change all done in the quintessential Kiwi humour we have come to expect from the loveable couple.
“As we continue to roll out our brand strategy it’s exciting to be at the stage where we can tell our everyday banking story through the eyes of Ben and Amy.
“WiTH Collective have done a great job again, bringing these experiences to life with some fun and good storytelling.”
GM of Strategy at dentsu Claire Beatson said: “Everyday banking products can be hard to make interesting.
“It’s easy to end up in ‘swipe through life’ territory. So, we looked to our current cultural context and the economic environment in New Zealand to inform our strategy for this campaign.
“We used these insights to build a storytelling campaign that allows us to use our beautiful country as the context for Ben and Amy’s next adventure – one that is made much easier with ASB’s innovative banking tools that help get you get creative with both your spending and your saving”.
WiTH CDs Jack Delmonte & Hadleigh Sinclair said: “With the rest of the world shutting up shop, we wanted to use Ben and Amy to encourage Kiwis to check out their backyard and spend some dollars locally.
“The work almost wrote itself as the team reminisced over epic summer roadies, cards going for swims, compulsory ice cream stops, territorial goats and of course trekking up a hill to get some reception.”
The campaign launched in all above-the-line channels and throughout social on Sunday 1 November and will see all of the proof points roll out over the summer period.
View them all here:
Practice Lead, Brand & Marketing: Shane Evans
Head of Brand: Sumi King
Head of Consumer Marketing: Vanessa Morris
Campaign Manager, Everyday Banking: Allie Buczkowski
Brand Manager: Bianca Osborne
Campaign Manager, Brand: Jess Standidge
HO Corp Content & Soc Media: Simone Mccallum
GM: John Marshall
Head of Strategy: Claire Beatson
Strategist: Jolene D’Souza
Creative Director/Art Director: Jack Delmonte
Creative Director/Copywriter: Hadleigh Sinclair
Senior Copywriter: Matt Woods
Senior Art Director: Chelsea Sietses
Group Account Director: Tracey Potter
Account Executive: Hannah Russell
Senior Content Producer: Tim Costar
Design Lead: Steve Nute
Senior Designer: Carl Dixon
Junior Designer: Shevonee Muthiah
Agency Director: Jono Sorensen
Group Business Director: Hugo Winter
Business Director: Gemma French
Business Manager: Tasman Bradley
Media Strategist: Amy Greene
Investment Director: Andrew Bittle
Investment Manager: Meg Thomason
Director: Alex Roberts
Executive Producer / MD: Corey Esse
Executive Producer: Bex Kelly
Producer: Sarah Cook
DP: Marty Williams
Production Design: Jon Lithgow
Editor: Tim Mauger
Colourist: Pete Ritchie
Post Production: Atticus
Sound Design: Franklin Rd Post