With Collective’s newly established New Zealand agency and ASB looking to get New Zealanders to rediscover ASB’s credit card rewards programme, True Rewards, their latest campaign and re-brand is headed by a sheriff determined to help Kiwis out.
Rachel House, a familiar face from Hunt for the Wilderpeople, stars as the ‘True Rewarden’ Kiri, who travels around the country reminding people to "stay alert, stay diligent and stay...getting heaps of rewards".
House, who also directed the 60-second ad, brings her usual comedic tone and humour while she explains how people can best make use of the programme. For the piece, With Collective worked with production company Curious Films, using music from Liquid Studios.
As well as the TVC, the campaign will also use digital display, personalised emails, out-of-home, TV and cinema, with the cinema launch to coincide with House's role in Disney’s Thor: Ragnarok, releasing later this month.
ASB credit card partner manager Simon Adams says the company knows New Zealanders love earning rewards, and they have a great product.
"True Rewards are easy to earn and easy to spend, which is why we wanted to reach out to our customers and remind them of our value and simplicity."
With Collective creative director Simon Fowler applauded the collaborative process used and adds working with Curious was a pleasure.
“Rachel is a true talent both in directing the spots and being the star of them. This campaign was a joy to make for many reasons, one being the collaborative process between agency, client and production. There were a lot of laughs along the way – such a great result.”