Browsing: Anna Curzon

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Following the audience: big brands collaborating with Facebook
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Every day, around two million Kiwis log onto Facebook to scroll down their newsfeeds to see what is happening in their lives. And according to Stephen Scheeler, the company’s head of New Zealand, these aren’t sporadic single visits because the average user peruses the site around 15 times in a single day. “For those two million Kiwis on Facebook, about 12 percent of their media consumption is Facebook,” says Scheeler. “Remember, eight years ago it was zero. So this has been a massive shift.” The rapid migration of audiences into the digital realm is by no means surprising, but such statistics are increasingly serving as strong impetus for brands to shift their commercial messaging to where the eyes are. So we take a look at how brands are collaborating with the social media juggernaut to spread their commercial messages.

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Money talks: ASB takes more empathetic—and scientific—approach to comms and content in new Succeed On campaign
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It’s fair to say the last major campaign launched by ASB didn’t go as well as planned, with the shouty, bearded frontman Brian Blessed being sent back to Blighty a bit earlier than expected. The bank’s Succeed On tagline remained, however, and, after being in a bit of a holding pattern as far as its comms were concerned, ASB has now returned with a new campaign via Saatchi & Saatchi that aims to show how New Zealanders really talk about money—and the ASB products and services that might be able to help them deal with it.

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Blessed be the bank that celebrates success
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ASB has a good pedigree when it comes to using likeable characters in its marketing. And, after seven months of planning with its agency Saatchi & Saatchi, it’s hoping it has created another one after foisting the bearded, booming Brian Blessed on the nation to help get New Zealanders to celebrate success, no matter how small that success might be.

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ASB’s new mobile app: creating digital gimmickry or creating the future?
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ASB has earned a reputation as one of the world’s most innovative banks, as evidenced by its inclusion on the Financial Brand’s list of ten brands to watch, the Top 35 Banks on Facebook and Top 35 Banks on Twitter. It was the first to launch internet banking in New Zealand in 1997, its virtual ‘Facebranch’ was an award-winning world-first, and its latest development has followed that trajectory by letting users pay Facebook friends through its updated mobile app. So is it digital gimmickry? Or is ASB adhering to its slogan and creating the future? We chat with general manager, brand experience and digital channels Anna Curzon.

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Digital and physical collide as Saatchi & Saatchi launches first major piece of ASB work
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Given Facebook’s pervasiveness, it’s not entirely surprising to learn the ‘Facebook in real life theme’ is already pretty fertile comedic territory. And ASB’s new agency Saatchi & Saatchi, with Thick as Thieves on production duties, has tapped into that idea for its first major piece of work for the bank, an online-only campaign to promote the new Facebook payments platform that shows what such a transaction might look like ‘IRL’.