During the COVID-19 pandemic, ASB were challenged to step up to plate for small businesses. So we thought, what if we fronted up with one of the most tightly regulated sponsorship properties in the world?
0
increase in Brand Love
0
increase in Business customers
0
organic media reach
Challenge.
As Covid-19 ravaged the world, the economic impacts of the pandemic presented a clear and present danger to New Zealand; with a first ever lockdown gripping the nation.
The banking industry was challenged by Government to play its rightful role in helping Kiwi navigate these unprecedented times, and we knew providing financial support wasn’t going to cut it.
We needed something bigger that would go beyond the financial because:
- 56% of NZ SME’s were closed or partially trading
- 38% of NZ SME’s were completely closed
- A further 38% said optimising short term sales was critical
Solution.
When almost every bank came out saying “we’re here to help” ASB decided to do more. We knew we had the talent available, ASB’s biggest sponsorship asset – the All Blacks.
We gave 100’s of small businesses the chance to use the All Blacks to help them get back on their feet. ASB assembled the largest contingent of NZ rugby players ever - representing the All Blacks, Māori All Blacks and Black Ferns – and conceived, planned, and executed 100 bespoke marketing campaigns for small businesses in NZ.
Also, for the first time in 117 years we gave away our secured naming rights for NZ’s most iconic sports stadium, Eden Park, to a small fish shop in Kaikoura. Our ‘ah-ha’ moment
Result.
We created 100 unique media campaigns designed to help deliver a key message from our business driving people in store, online, or just help getting more business coming through the door. The campaign saw:
- 1,700 applications to borrow the All Blacks
- 70,000 visits to the ASB Business Hub online
- 24.3% increase in Business customers from 1 October 2020 to 31 January 2021 (compared to same period previous year)
- Organic media reach of 25.8M through 117 media items (locally and globally) with over $3 million in earned media value for Coopers Catch Fish and Chips.
All businesses that won the competition and borrowed the All Blacks said they saw increase in digital engagement
TVNZ+ It's free, but it could cost you"
Dentsu Creative
TVNZ, New Zealand's largest TV network, needed to rebrand its reimagined streaming brand, moving the platform from a 'catch up' on-demand service to a streaming destination.
Countdown CEM "Certainty Engine Marketing"
Dentsu Media
Consumer behaviours have changed since 2020, especially when shopping online, so we created a bid strategy based on "certainty".
Kathmandu "The Power of 3"
Dentsu Media
Utilising customer data, we transformed Kathmandu's Winter Sale media approach, optimising for real time consumer, weather, and conversion data to exponentially grow sales.
A New Zealand First for PlaceMakers and Google
Finding a first to market digital solution to help PlaceMakers maintain a high performing e-commerce channel.
Social | Shortland Street 30th Anniversary Social Activation
For Shortland Street’s 30th Anniversary TVNZ looked to pull out all the stops to help bring some excitement to this landmark occasion in NZ broadcast television.
TVNZ #IsoCareKits
Dentsu Creative | Social
Lockdowns suck, and with so much of our isolation entertainment coming from our televisions, TVNZ saw an opportunity.
ASB "Borrow the All Blacks"
Dentsu Creative
During the COVID-19 pandemic, ASB were challenged to step up to plate for small businesses. So we thought, what if we fronted up with one of the most tightly regulated sponsorship properties in ...
Creative | Bunnings and Touch NZ
Dentsu creative were engaged to support the second year of the Bunnings Sponsorship of Touch New Zealand.
Creative | Rangitikei Free Range
Creative | Meridian, Turbine Pale Ale Launch
To launch Turbine, Dentsu Creative developed a PR strategy that built awareness of Turbine’s story as a love letter to windy Wellington and turned Garage Project’s two taprooms in Auckland and W...
Movember "A Moment Against Silence"
We leveraged the All Blacks to reframe a moments silence to a moment against silence to get the nation talking about the national tragedy, which is the devestating suicide statistics amongst Kiw...
Creative | Designing a contactless service for Subaru.
Designing a contactless service for Subaru.
Creative | Calocurb
If there were a medal for being the most obese and overweight country in the OECD, New Zealand would get a bronze.
We were engaged from day one, as Calocurb’s brand, marketing and technolog...
Creative | Tower Insurance
Tower were seen as just another insurance company: traditional, painful and host to archaic claim systems. So Tower set out to make things simple. They simplified their process, customer intera...
Creative | Meridian
For over a decade, Meridian has been committed to providing renewable energy to Kiwis. However, with all energy brands vying to demonstrate their commitment to the environment our key point of ...
Media | Accor, Bidding Strategy Alignment
Helping a global brand adopt in a local market, and to compete against changing digital booking behaviour.
iProspect: Mercy Radiology
Being first in market to launch booking capability for medical imagery and screening. Helping Aucklanders find the right medical screens and scans, aiding them to speed up tedious booking proces...
Davanti: Auckland Council
Auckland Council services over one million people in the greater Auckland region through three primary customer channels – digital, person-to-person, and face-to-face interactions.
Davanti: Ministry of Education
On behalf of the Ministry of Education, the Education Infrastructure Service (EIS) invests around $500m per annum in planning and delivering infrastructure services and facilities to New Zealand...
Davanti: Leading Edge
Leading Edge Communications is a fast paced Sales Channel Management company offering telecommunications sales and support services to some of NZ’s leading enterprise and SME organisations – kee...