Thinking about how you’re going to be able to purchase your own home is anxiety-inducing for many young New Zealanders, so ASB and With Collective are eliminating the scare factor in a new campaign.
Called ‘Own That Home’, the platform injects fresh energy into the home loan category. The TVC shows the differing journeys Kiwis take to get on the property ladder, with the sports hype-up-style chanting to help first-time buyers feel excited and confident about progressing with every aspect of home buying.
The new campaign was launched this week across TV, outdoor, digital, radio, social and ASB owned assets. The TVC is paired with the ‘Own It’ campaign, which aims to actively encourage and support those at any stage of the process through targeted online content, bespoke customer communications and social promotion.
With Collective developed the campaign based on the insight that confidence is low when consumers are considering buying property. The resulting creative directs customers to ASB’s tips, tools, guidance and advice to help them feel empowered to progress with the next step in home-buying.
With Collective creative director Simon Fowler says the process of purchasing a home is still considered daunting, stressful and confusing.
“There’s a lot of negativity around buying a home. We’re excited to have worked with ASB on a campaign that fills New Zealanders with confidence, and celebrates the hard yards you have to put in. The work feels unique and brings a fresh, positive perspective to the home loan category.”
ASB general manager of marketing Shane Evans says the campaign reflects the work ASB does to help Kiwis purchase their first homes.
“At ASB we’re focused on helping Kiwis achieve their home ownership dream. We’re pleased ‘Own It’ will help customers do just that, by empowering them to confidently take steps towards owning their own home.”
With Collective has worked with ASB since announcing the partnership in May last year. With Collective shares responsibility of ASB with independent agency True, with the former agency working on the data, digital and direct side of the account.
With Collective client services director John Marshall says, “It’s coming up a year since we opened the doors here in New Zealand and this campaign is just another example of the big, bold type of work both we, and ASB, want to be doing.”