ASB Bank is one of the largest financial service brands in New Zealand. I started as a junior creative at Droga5 the week they won the business with an idea called “Creating Futures” which you can see below. After 2.5 years working on it I knew the business and clients so well I was brought in at Saatchi & Saatchi to continue leading the digital/ innovation marketing for the brand.
We launched experienceASB.co.nz as part of an integrated campaign where New Zealanders could test drive the bank before deciding to switch. The website was video based with interaction points so customers could trial the innovative services the bank offers. We drove people to the site with an above the line campaign including TV ads voiced by Judi Dench. It was a hugely successful (and Webby award winning) campaign with record numbers of people switching their banking to ASB and an average time on site coming in at around 12 minutes (compared to like 30 seconds for most sites at the time)!
To promote ASB’s mobile banking we created an immersive film which could only be viewed on mobile devices in the location where each of the chapters was filmed. For example one chapter was filmed at a suburban laundromat, to watch that chapter you had to stand outside the shop and when you connected to the “ASB Lost” wifi signal there the film played. The story followed a hapless film maker called Andy, participants followed his story around Auckland city helping him look for his lost iPad, with real prizes at the end.
ASB who are a major sponsor of Auckland’s children hospital were tasked with making the sterile new kitchen child friendly. Instead of putting up something for the kids to look at we gave them something to interact with. We painted the walls in yellow chalk paint and designed a futuristic city. We commissioned future famous artist Denise Fort to draw puzzles and games which made up the landscape. The new ASB kitchen was opened by the Auckland mayor at the time, Len Brown.
The brief was to get more Facebook likes. We exceeded their “like” goal within the first week, and had almost doubled their total number of fans by the end of the campaign! To get fans quickly we created a fun and simple competition supported by tons of Facebook ads, and it worked wonders. But to keep these new fans engaged we created a fun game.
The idea was a “Prize Index”. Based on the real stock exchange the game allowed users to buy and sell “shares” (or entries) into prize draws they wanted to win.
Every Monday over five weeks we put up themed prizes which users could trade in order to win. $1,067,191,777 was traded in the game’s virtual currency.
Shortly after the business moved to Saatchi & Saatchi, so did I… meaning relaunching the brand once again, this time with the help of Brian Blessed: