Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


ASB Enlist Rachel House for WiTH Collective Campaign

ASB enlist 'Hunt for the Wilderpeople' actress Rachel House as the ‘True Rewarden’ in a campaign via WiTH Collective New Zealand.

ASB’s credit card rewards program True Rewards has this week launched an integrated data-driven campaign and brand re-launch to appeal to new customers and re-engage existing members.

Directed by, and starring, Rachel House, the campaign revolves around a central character aptly named the ‘True Rewarden’. Her Job? Get Kiwis to rediscover True Rewards.

The campaign follows the True Rewarden as she travels the country explaining how the rewards program works, and how to ”do every purchase justice”.

It is the first campaign from WiTH Collective’s newly established New Zealand agency.

ASB General Manager Marketing Shane Evans says: WiTH Collective has done an incredible job not only repositioning the program, but launching its first campaign right through the line.”

ASB Partner Manager Cards Simon Adams says: “We know New Zealanders love earning rewards and we have a great product here. True Rewards are easy to earn and easy to spend, which is why we wanted to reach out to our customers and remind them of our value and simplicity.

The campaign uses targeted digital display, personalised emails, contextual out-of-home (OOH), TV and will launch in cinemas across the country to align with Rachel's role in Disney’s Thor: Ragnarok, releasing later this month.

WiTH Creative Director Nicole Hetherington says: “As an avid rewards junkie I couldn’t resist the opportuntity to reach out to True Rewards customers and remind them how amazing this loyalty program really is. The beauty is in the data too – with so much information available to us, we have a ability to completely tailor the creative message to make it that much more targeted and compelling. So while the True Rewarden works as a great message above the line in film and OOH, customers can now look forward to personalised messages from her too.”

Creative Director Simon Fowler applauded the collaborative process – concepted by WITH and brought to life in partnership with client, production, agency and talent.

Fowler says: “As always, working with Curious was a pleasure – Rachel is a true talent both in directing the spots and being the star of them. This campaign was a joy to make for many reasons, one being the collaborative process between agency, client and production. There were a lot of laughs along the way – such a great result.”

Curious founder Matt Noonan says: “Thank you ASB and WiTH Collective for great, smart, fun ideas and a supportive, collaborative creative environment. Rachel had a fantastic experience and it’s an awesome start for her as a commercial director. This is the way to make entertaining, creative and effective work. Hat’s off to Nic and Si, Steve, Iain and the whole team at ASB.”

The campaign went live on Sunday and will continue in many iterations over the next 12 months.


© Scoop Media

Business Headlines | Sci-Tech Headlines


Government: Delivering Lower Card Fees To Business

Commerce and Consumer Affairs Minister David Clark has today announced the Government’s next steps to reduce merchant service fees, that banks charge businesses when customers use a credit or debit card to pay, which is estimated to save New Zealand businesses ... More>>

SEEK NZ Employment Report: April 2021

OVERVIEW OF APRIL 2021: STATE OF THE NATION: April, for the second consecutive month, saw the highest number of jobs ever advertised on Applications per job ad fell 9% month-on-month (m/m). SEEK job ads were up by 12% m/m. SEEK job ads were ... More>>

Commerce Commission: Warns Genesis Over Business Billing Errors

The Commerce Commission has issued a warning to Genesis Energy Limited about billing errors concerning electricity line charges to business customers. Genesis reported the errors to the Commission. The Commission considers that Genesis is likely to ... More>>

Stats: Lower Job Security Linked To Lower Life Satisfaction

People who feel their employment is insecure are more likely than other employed people to rate their overall life satisfaction poorly, Stats NZ said today. New survey data from the March 2021 quarter shows that 26 percent of employed people who thought ... More>>

The Conversation: The Outlook For Coral Reefs Remains Grim Unless We Cut Emissions Fast — New Research

A study of 183 coral reefs worldwide quantified the impacts of ocean warming and acidification on reef growth rates. Even under the lowest emissions scenarios, the future of reefs is not bright. More>>

The Conversation: Why Now Would Be A Good Time For The Reserve Bank Of New Zealand To Publish Stress Test Results For Individual Banks

Set against the backdrop of an economy healing from 2020’s annus horribilis , this week’s Financial Stability Report (FSR) from the Reserve Bank (RBNZ) was cautiously reassuring: the country’s financial system is sound, though vulnerabilities remain. More>>