The Telethon effect: ASB fuses TV and social with Like Loan’s second round

ASB has rekindled its Like Loan Facebook promotion, but this time the campaign has the added clout of TV.

Like Loan puts the power in the hands of the bank’s Facebook community to decide how low its home loan borrowing rate will be, and in what the bank thinks is a New Zealand first, it will integrate the real-time rate into live TVCs on TV One and 2 for the next three Mondays.

ASB is celebrating a ‘Telethon-like’ effect with this campaign, says ASB general manager of brand experience and digital channels Anna Curzon, adding it’s trying to draw viewers and Facebook users into a conversation.

“We know from our past experience with Like Loan that people enjoy participating in a cause that will have an outcome for someone else. When you think of Telethons, people could see their name across the bottom of the screen.

“We’re really celebrating that sentiment. We’re using TV as a vehicle to crowdsource an outcome.”

The bank has a dedicated Facebook app for the promotion. Experiential, social media, banners and radio streams will also be used to promote the live rate.

If a user enters the draw and meet home lending criteria, they will go in the draw to win a fixed term home loan rate determined that day based on the number of likes accumulated. The lowest rate in 2013 was 1.1504 percent, the bank says.

ASB’s campaign collaborators were Saatchi and Saatchi, Carat and Touchpoint.

The bank also wanted to tap into the growing trend of dual screening, says Curzon.

“When you’re sitting around at the end of the night, so many of us have a device where we’re snacking on data and entertainment at the same time as TV is on,” she says.

ASB’s Facebook fans number nearly 110,000. Last year Like Loan attracted 27,000 entries.

Credits:

Saatchi & Saatchi:

Cory Bellringer – Creative Group Head

Matt Sellars – Creative Group Head

Antonio Navas – Executive Creative Director

David Hunter – Senior Digital Creative

Francis Wu – Digital Designer

Megan Ying – Digital Designer

Teresa Davis – Business Director

Michael Wood – Senior Account Director

Brad Bateman – Senior Account Director

John Maloyd – Digital Account Manager

Tessa Denize – Account Manager

Brendan Haddock – Account Executive

Vinay Naran – Account Executive

Lorraine Guerin – Digital Production Director

Matt Couston – Digital Producer

Josh Forsman – Producer

Tias Somers – Senior Mac Operator

Matt Skinner – Technical Lead

Carat:

Campbell Smith – Media Manager

Frances Priggen – Digital Media Planner/Buyer

Jonathan Deveraux – Digital Ad Operations Manager

Haystac PR and Experiental:

Alice McKay – Agency Director

Nicole Antonelli – Events Senior Account Director 

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