While the numbers competing in the Auckland Marathon were down significantly this year due to the clash with the Rugby World Cup final, ASB had a foot in both camps as a sponsor of the All Blacks and the event. So it couldn’t really lose. And its clever ‘Run down Your Rate’ campaign was the latest in a series of impressive sponsorship activations from the bank and its agency Saatchi & Saatchi.
Browsing: Shane Evans
The corporate world has long looked to professional athletes and coaches for guidance on how to perform better, how to create a positive culture and, if they’re being honest, how to grind their opposition into the dust. And ASB has looked to the All Blacks—or, more specifically, the team behind the All Blacks—to provide some pearls of wisdom for Kiwi businesses.
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.
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.
At this time of year, many university students are looking forward to heading back to the family ranch, regularly opening the fridge to marvel at all the food inside and, possibly, attempting to dry out after a torrid year of mind expansion/erosion. They—and their secondary school friends who are about to embark on the next phase of education—probably aren’t thinking too much about banking. But ASB and Saatchi & Saatchi are dangling a few carrots with a new 50’s-inspired online video campaign to promote its tertiary accounts.