ASB has rekindled its Like Loan Facebook promotion, but this time the campaign has the added clout of TV.
Like Loan puts the power in the hands of the bank's Facebook community to decide how low its home loan borrowing rate will be, and in what the bank thinks is a New Zealand first, it will integrate the real-time rate into live TVCs on TV One and 2 for the next three Mondays.
ASB is celebrating a 'Telethon-like' effect with this campaign, says ASB general manager of brand experience and digital channels Anna Curzon, adding it's trying to draw viewers and Facebook users into a conversation.
"We know from our past experience with Like Loan that people enjoy participating in a cause that will have an outcome for someone else. When you think of Telethons, people could see their name across the bottom of the screen.
"We're really celebrating that sentiment. We're using TV as a vehicle to crowdsource an outcome."
The bank has a dedicated Facebook app for the promotion. Experiential, social media, banners and radio streams will also be used to promote the live rate.
If a user enters the draw and meet home lending criteria, they will go in the draw to win a fixed term home loan rate determined that day based on the number of likes accumulated. The lowest rate in 2013 was 1.1504 percent, the bank says.
ASB's campaign collaborators were Saatchi and Saatchi, Carat and Touchpoint.
The bank also wanted to tap into the growing trend of dual screening, says Curzon.
"When you're sitting around at the end of the night, so many of us have a device where we're snacking on data and entertainment at the same time as TV is on," she says.
ASB's Facebook fans number nearly 110,000. Last year Like Loan attracted 27,000 entries.
Saatchi & Saatchi:
Cory Bellringer - Creative Group Head
Matt Sellars - Creative Group Head
Antonio Navas - Executive Creative Director
David Hunter - Senior Digital Creative
Francis Wu - Digital Designer
Megan Ying - Digital Designer
Teresa Davis – Business Director
Michael Wood - Senior Account Director
Brad Bateman - Senior Account Director
John Maloyd - Digital Account Manager
Tessa Denize - Account Manager
Brendan Haddock - Account Executive
Vinay Naran - Account Executive
Lorraine Guerin - Digital Production Director
Matt Couston - Digital Producer
Josh Forsman - Producer
Tias Somers - Senior Mac Operator
Matt Skinner - Technical Lead
Campbell Smith – Media Manager
Frances Priggen - Digital Media Planner/Buyer
Jonathan Deveraux – Digital Ad Operations Manager
Haystac PR and Experiental:
Alice McKay – Agency Director
Nicole Antonelli – Events Senior Account Director