ASB’s latest ad campaign celebrates cash clever Kiwi kids
Tuesday 7 May 2019
ASB’s latest ad campaign celebrates a generation of cash clever Kiwi kids
Armed with ASB’s Clever Kash digital money box and the knowledge from ASB GetWise financial literacy classes, more than 850,000 Kiwi kids across the country have the money smarts to get them one step ahead – a feat that is heroed in ASB’s latest advertising campaign ‘Cash Clever Kids’.
The campaign was created with the help of creative agency True and celebrates ASB’s work as one of the country’s main contributors to financial literacy education.
Cash Clever Kids centres on nine-year-old Hana, who sets up her own company selling ‘dog toy’ sticks for dogs using the knowledge she learnt in the classroom through ASB GetWise. With Clever Kash as her assistant, Hana’s business is a success.
ASB marketing general manager Shane Evans says the campaign is a celebration of the bank’s core purpose of accelerating the financial progress of New Zealanders – at any age.
“We 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,” says Evans.
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.
“We’re moving more and more into a world where we’re dealing with money on a screen rather than in our hand, and it’s this shift towards digital which means it’s more important than ever for Kiwi kids to have these essential basic skills and knowledge around money and how to save. We knew this needed to start at school, but we also knew it had to be fun and engaging, which I think we have achieved.”
ASB’s Clever Kash - an elephant-shaped cashless money box - was created in 2015, and more than 65,000 have been distributed across New Zealand to date.
The technology behind the product was recently licensed by Chinese company Tody Finance, in a deal which will see the money boxes made available to the company’s network of more than 40 corporate banks. The deal is expected to be the first of several for the technology.
“Seeing ASB’s GetWise programme at work in the classroom is inspiring,” says True executive creative director Tim Huse. “But it’s the confidence which these ‘cash clever kids’ then take into the real world that caught our imagination,” says Huse.
ASB has used the talent and enthusiasm of its GetWise facilitators to inspire kids to think about the power of saving, including one of its longstanding GetWise heroes Vanepale Sopoaga, who features in the campaign, Cash Clever Kids.
By the end of last month, ASB GetWise had visited a total of 1,554 schools nationwide, reaching 863,359 primary and intermediate children.
The campaign will be running through May and June.
For more about the campaign please visit www.asb.co.nz/kids-banking