No two lives are the same explains ASB in its new platform. ‘Live life one step ahead’ comes from With Collective, linked by Isobar.
The new campaign reflects the changing landscape of banking customers and their different needs and wants.
The new platform introduces Ben and Amy, a reflection of the modern Kiwi couple who through their day to day shenanigans show us that no two lives are the same.
Practice lead brand and marketing at ASB, Shane Evans said the couple helps connect ASB to the next generations.
“This new campaign kicks us into an exciting period as we look to create a long-term brand platform that is highly relevant to the next generation of customers and their expectations of us. This platform will also help us continue to develop our customer experience, which we’re looking forward to.”
General manager of With Collective, John Marshall, said: “The aim was to capture both the progressiveness and the warmth of the ASB brand and to create a platform that resonated with this new, younger audience to set the brand up for the future.”
The first phase of the campaign went live Sunday 23 February and will be across all above the line channels and have an extensive digital and social presence over the coming months.
CREDITS:
ASB
Shane Evans – Practice Lead Brand & Marketing
Sumi King – Chapter Lead Brand
Bianca Osborne – Brand Lead
Jess Standidge – Brand Campaigns Manager
Madeline Biddulph-Wall – Associate Campaigns Manager
Jasmine Taggart – Social Media Lead
Lidia Chubarova – Performance Marketing Manager
Caitlin Madden – Communications Manager
Creative Agency – WiTH Collective
John Marshall – General Manger
Claire Beatson – Head of Strategy
Jack Delmonte – Creative Director/Copywriter
Hadleigh Sinclair – Creative Director/Art Director
Joe Ranallo – Senior Copywriter
Will Winter-Irving – Senior Art Director
Jacqui Barry – Creative team
Vikki Cheng – Creative team
Kate Syms – Senior Account Manager
Lydia Sleeman Bailey – Account Manager
Steve Nute – Design Lead
Carl Dixon – Senior Designer
Shevonee Muthiah – Junior Designer
Iain Todd – Head of Production
Media:
Carat:
Jono Sorensen – Agency Director
Tasmin Bradley – Business Manager
Jenny Fulton – Executive
Shanice Singh – Implementation Executive
Andrew Bittle – Implementation Manager
Hugo Winter – Senior Business Director
Search Republic
Karl Rooney – Head of Paid Media
Larysa Sydorczak Performance Marketer
Acquire Custom Programmatic
Zane Furtado – Programmatic Director
Kurt Lowry – Digital Business Manager
Max Huang – Programmatic Buyer
Production: Finch
Alex Roberts – Director
Corey Esse – Manager Director
Loren Bradley – Executive Producer
Sarah Cook – Producer
David Whittaker – Editor