Banking innovation: ASB rethinks bank cards and celebrates the arrival of Clever Kash in a new pair of ads

ASB and Saatich & Saatchi have taken a trip back in time to explore how pop culture has changed over the years and show how the ‘man bun’ and horizontal credit cards have had their time. 

The horizontal format of credit cards has been the standard since the 1970s, but since the addition of the chip, customers have been turning cards sideways to tap and insert them, rather than swiping.

ASB head of cards Glen Martin says the new format card is designed for today’s terminals and transactions and the way they are stored in phone cases.

“The world’s changed, so we’ve adapted our newest card for our customers,” he says.

To create the campaign, which will run across TV, digital, social and outdoor, Saatchi & Saatchi took the idea of how the world is changing to shed light on how ASB is innovating and progress its products based on consumer behaviours.

The resulting 30-second video shows the progression of hair styles from the Elvis quiff to the mullet and ‘man bun’, which it appears has also been phased out. It then shows the progression of music from a cassette to the iPod and cloud before focusing on fashion changes and the movement from film cameras to selfie sticks.

“The world’s always changing, you adapt and it changes again. This time we are adapting to you,” the viceover says.

As well as a vertical orientation to suit the way transactions are made, the new card has also been considered for online shopping, by doing away with traditional embossed font to make the text and card numbers easier to read.

And in other ASB news, it’s rolled out a new ‘Clever Kash’ video to announce the cashless moneybox is now available.

Set to Jimmy Cliff’s You Can Get It If You really Want, the 60-second video brings Kashin the elephant to life and shows it interacting with kids. Included in some of the shots is the Clever Kash chore chart, to help kids earn pocket money. 

The Facebook video is supported by a series of ‘How to’ videos on the bank’s YouTube channel, which give advice for setting up the moneybox, how to use it and setting a savings goal

‘Clever Kash’ was conceptualized in September 2015, but only made it into customer’s hands in July in limited numbers for testing. A video released at the time said it would be available later this year.

ASB general manager marketing Shane Evans says ‘Clever Kash’ and its associated software is the product of two years’ worth of ideation, iteration, design, development and testing, and it’s great to now be able to share it with more Kiwi families.

“We believe ‘Clever Kash’ to be a global innovation. It is exciting to extend ASB’s proud history of ground-breaking firsts and solving customer problems using technology.” he says. 


Visa Light

Creative Agency – Saatchi & Saatchi
Digital Creative Director – Terry Williams-Willcock
Art Director – Sam Schrey
Copywriter – Guillaume Calmelet
Head Of Planning – David McIndoe
Planner – Gina Williams
Business Director – Jill Chestnut
Account Director – Alex Leece
Account Manager – Vinay Naran
TV Production – Joshua Forsman, Aileen McKellar
Digital Producer – Emma Bossley
Studio – Tias Somers, Abigail Kerr, Shane Kelly
Client – ASB
GM Marketing – Shane Evans
Head of Retail Marketing – Gail Petit
Marketing Manager Cards & Consumer Lending – Thomas French
Associate Marketing Manager – Kimberly Nelson
Social Media Specialist – Jasmine Taggart
Media – Carat
Senior Business Manager – Phillip Webster
Senior Digital Manager – Josh Reiri-Allen
Business Coordinator – Bella Ericson
Production – Studio Local
Director – Pete Circuitt
3D Technical Director – Dan Brown
Editor – Jared Kahi
Production Producer – Tania Smiler
Motion Graphics – Pete Oliver
Motion Graphics – Julia Kim
Sound/Music – Franklin Road
Search – Search Republic
Search Specialist – Karl Rooney

Clever Kash

Creative Agency – Saatchi & Saatchi
Executive Creative Directors – Corey Chalmers and Guy Roberts
Digital Creative Director – Terry Williams-Willcock
Art Director – Neill McAlpine
Copywriter – Ant Wilson
Creative – Jess Reihana
Senior Planner – Emma Fern
Business Director – Jill Chestnut
Account Manager – Alana Crooks
Head of Production – Jane Oak
Digital Producer – Brendan Haddock
Retouching – Nick Brown
Studio – Tias Somers, Abigail Kerr, Shane Kelly
Client – ASB
Executive GM of Marketing & Communications – Roger Beaumont
GM Marketing – Shane Evans
Chief Architect – James Bergin
Brand Manager – Emma Lynch
Venture Manager – Lissa Grigson
Product Manager – Anita Parag
Assistant Brand Manager – Emma-Rose Forrester
Communications Assistant – Sahil Vallabh
Marketing CRM Specialist – Janelle Wilson
Head of Digital Marketing – Brad Bateman
Head of Corporate Content and Social Media – Simone McCallum
Social Media Specialist – Jasmine Taggart
Communications Manager – Amelia Cairns
Senior Media Relations Manager – Georgina Bond
Supply and Logistics Lead – Louise Mullane
Production & Photography – Assembly
Director – Damon Duncan
Executive Producer – Amanda Chambers
Producer – Helen Naulls
Visual Effects Supervisor – Rhys Dippie
3D Artists – Alex Mcleod, Craig Speakman, Geoff Kirk-Smith, Josh Fourt-Wells, Katie Naeher, Marcos Godoy
Compositing – Frank Reuter, Kara Vandeleur
Sound/Music – Franklin Road
PR – Anthem
Media – Carat
Search – Search Republic

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