Remember setting up a lemonade or baking stall when you were younger to raise some money? In its latest campaign, ASB shows that kids today are doing the same â but with more business acumen.Â
In the 30 second spot called âCash Clever Kidsâ by True, a young girl called Hana, with Clever Kash the elephant as her assistant, sets up her own company in a park selling âdog toyâ sticks for dogs. Hana creates her venture using the knowledge she learnt through ASB GetWise.
ASB marketing general manager Shane Evans says the campaign is a celebration of the bankâs core purpose of accelerating the financial progress of New Zealanders.
âWe know how important it is to establish good savings habits from an early age, which is where our savings assistant Clever Kash and the ASB GetWise programme, which has been running for more than ten years, can play a role,â Evans says.
Set up in 2010, the ASB GetWise financial literacy programme has seen more than 850,000 primary and intermediate school kids sign up to learn the basics of money and making good financial decisions.
âWeâre moving more and more into a world where weâre dealing with money on a screen rather than in our hand, and itâs this shift towards digital which means itâs more important than ever for Kiwi kids to have these essential basic skills and knowledge around money and how to save,â Evans says.
âWe knew this needed to start at school, but we also knew it had to be fun and engaging, which I think we have achieved.â
 True executive creative director Tim Huse says seeing ASBâs GetWise programme at work in the classroom is inspiring.
âBut itâs the confidence which these âcash clever kidsâ then take into the real world that caught our imagination.â