Asb Bank: SUCCEED ON

Credits & Description:

Advertiser: ASB BANK
Agency: SAATCHI & SAATCHI
Category: Best Use of Social Media
Advertising campaign: SUCCEED ON
Digital Creative: Anna Rose Kerr (Saatchi & Saatchi)
Director Of Strategy: Murray Streets (Saatchi & Saatchi)
Digital Account Manager: John Maloyd (Saatchi & Saatchi)
Account Director: Jono Allen (Carat)
Senior Digital Producer: Lorraine Guerin (Saatchi & Saatchi)
Lead Developer: Matt Skinner (Saatchi & Saatchi)
Digital Creative Director: Nathan Cooper (Saatchi & Saatchi)
Senior Brand Strategist: Andrew Stephenson (Saatchi & Saatchi)
Creative Group Head - Art Director: Brad Collett (Saatchi & Saatchi)
Digital Director: Fee Mcleod (Saatchi & Saatchi)
Digital Account Manager: Lynne Hunt (Saatchi & Saatchi)
Digital Creative: Neill Mcalpine (Saatchi & Saatchi)
Digital Planning Director: Peeyoosh Chandra (Saatchi & Saatchi)
Group Head Asb: Philip O'neill (Saatchi & Saatchi)
Executive Creative Director: Antonio Navas (Saatchi & Saatchi)
Digital Creative: David Hunter (Saatchi & Saatchi)
Executive Digital Producer: Haydn Thomsen (Saatchi & Saatchi)
Account Director: Michael Wood (Saatchi & Saatchi)
Creative Director - Copywriter: Slade Gill (Saatchi & Saatchi)

Strategy
ASB bank has traditionally enjoyed good market share, but recently, share of the 25 - 45 yr old demographic had declined. Despite great customer service and an innovative online and mobile banking experience, we found the brand was not resonating at a personal level. We also discovered that ASB has had, historically, an entrepreneurial spirit. The entire bank was created to make New Zealanders experience success with their money.Insight: Kiwis are a humble lot. They struggle to acknowledge their own success, let alone celebrate it. But really, they should. Idea: Let’s encourage Kiwis to celebrate the small stuff. ASB’s role in all this? To foster a culture of recognition and self-belief in employees, customers, their communities and the nation as a whole. To remind New Zealanders that every success matters, no matter how big or small, and in the process contribute positively to the nation’s cultural identity.

Execution
We used all the traditional advertising touch points to launch the brand campaign, but also wanted to engage with consumers in a more fun way - delivering a smile. We produced a series of video messages personalized for key social media influencers, in anticipation of their tweets.As they reacted to our launch, the brand twitter account sent them their individual messages. The effect was electric - recipients were simultaneously gracious and ecstatic at having been recognised by the most social bank in New Zealand. They retweeted. Then their communities retweeted. Consumers chose between #SucceedOn and #YesBiggie as their catch cry to celebrate success. Having started with influencers, we wanted to engage with all New Zealanders. 1.3m New Zealanderrs browse Youtube for inspiration, knowledge and entertainment. We wanted to show them that we were a bank they could have fun with, so our pre-roll advertising congratulated them on learning a new skill.

Effectiveness
Two weeks into the campaign, the engagement on Twitter has been significant with over 380 tweets about the campaign. The campaign tweets were re-tweeted 131 times. The YouTube videos have been viewed 90,000 times. The campaign resonated so much that people actively searched for why a bank believes every success matters and it sparked a national news media conversation about celebrating success. But probably the best sign of effectiveness is that the phrase 'yes biggie' has captured people's attention.