16 OCT 2017
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 opportunity 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 an 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.
You may also like
30 MAY 2017
ASB stays ‘One step ahead’ by appointing WiTH Collective New Zealand
09 JUN 2017
WiTH Collective Auckland announces ASB creative leadership team
11 JUL 2017
ASB farewells ‘The Ghost of San Francisco’ in a new campaign celebrating the America’s Cup win
13 OCT 2016
Alex Lawson promoted to General Manager of Carat NZ
16 SEP 2016
Dentsu Aegis Network Expands Its Data and CRM Portfolio in Australia Through Acquisition of WiTH Collective
19 JAN 2017
Dentsu Aegis Network launches Amplifi in New Zealand; appoints Head of Amplifi NZ
9 MAR 2017
Follow Brainbox People's Choice Winners at SXSW
04 APR 2017
Dentsu Aegis Network and WiTH Collective proud to support #StayKind
19 APR 2017
Jeremy goes online with new digital strategy for Meridian via BC&F Dentsu
5 MAY 2017
Carat NZ recruits new GBDs from advertising and media
9 MAY 2017
Amplifi New Zealand expands with appointment of Trading Manager
02 JUN 2017
The Past, Present and the Future: Managing the Complexity of Change
17 AUG 17
Dentsu Aegis Network NZ expands strategy team
31 AUG 17
Dentsu Aegis Network acquires Little Giant: Leading New Zealand digital agency to join Isobar
06 OCT 2017
Amplifi grows NZ investment team with two new hires
09 OCT 2017
iProspect New Zealand Welcomes Two
11 OCT 2017
WiTH Collective welcomes John Marshall
19 OCT 2017
Dentsu Aegis Network agencies collaborate with Fairfax to dish up Philips to foodies
07 DEC 2017
Vodka Cruiser launches second VCTV series with The Story Lab
07 DEC 2017
MKTG introduces Isaac
07 DEC 2017
MKTG and Perceptual Engineering unite to humanize 2018
08 DEC 2017
Vizeum continues growth with Partridge Jewellers win & Business Director appointment