Digital and physical collide as Saatchi & Saatchi launches first major piece of ASB work

Given Facebook’s pervasiveness, it’s not entirely surprising to learn the ‘Facebook in real life theme’ is already pretty fertile comedic territory, like this one from Idiots of Ants on BBC or this simple but rather perceptive cartoon. And ASB’s new agency Saatchi & Saatchi, with Thick as Thieves on production duties, has tapped into that idea for its first major piece of work for the bank, an online-only campaign to promote the new Facebook payments platform that shows what such a transaction might look like ‘IRL’. 


From mid-July, ASB Mobile users have been able to send and receive money via Facebook, the next step in the bank’s social evolution that started when it opened the e-doors of its Facebook branch in 2010. 

“Kiwis are increasingly engaging with friends, family and businesses through social media and on average they have more Facebook friends than the typical Facebook user globally,” said Anna Curzon, ASB’s general manager of brand experience and digital channels when it was launched a few weeks back. “We know from talking to our customers that they are seeking out quicker, more convenient, and safer ways to make payments that reflect their lifestyle. The next step in this evolution is being able to seamlessly make payments from their smartphone, using Facebook as a channel.”

ASB Mobile users are able to pay anyone with a New Zealand bank account if they are Facebook friends, or have an active email or mobile phone account (not just ASB to ASB). Curzon has claimed the platform is safe, with the latest encryption technology being employed, and  any un-retrieved funds are credited back to the payer after 14 days.

More information about ASB Mobile Facebook Payments is available here.


Saatchi & Saatchi

Art Director – Arnya Karaitiana

Copywriter -Phil Hickes

Creative Director – Slade Gill

Digital Director – Fee McLeod

Producer – Anna Kennedy

Ken Buist – Digital Account Manager


Tim Carlsen

Maaka Pohatu


Thick as Thieves

Director – Zoe McIntosh

Exec Producer – Nik Beachman

Production Assistant – Luke Martin

Director of Photography – Dan Max

Gaffer – Fraser McKay

Sound/DIT – Clint Rarm

Props – Michael Williams

Makeup/hair – Nikki Milna

Editor – Julian Currin

About Author

Comments are closed.