Downtown Auckland shop WiTH Collective has launched an integrated data-driven campaign and brand relaunch for ASB’s credit card rewards programme, True Rewards.
The campaign, designed to appeal to new customers and re-engage existing members, was directed by – and stars – Hunt for the Wilderpeople lead Rachel House.
This is the first campaign from WiTH Collective’s since the Aussie agency arrived in NZ earlier this year (ASB’s NZ brand agency is True). It’s also a TVC debut for House.
The campaign uses targeted digital display, personalised emails, contextual out-of-home, and TV – and will launch in cinemas across the country to align with Rachel House’s role in Disney’s Thor: Ragnarok, releasing later this month.
ASB marketing GM Shane Evans said: “WiTH Collective has done an incredible job not only repositioning the programme, but launching its first campaign right through the line.”
ASB partner manager/cards Simon Adams said: “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.”
“Working with Curious was a pleasure – Rachel is a true directing talent , and this campaign was a joy to make for the collaborative process between agency, client and production.”
WiTH creative director Nicole Hetherington said: “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 ad’s ‘star’, 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.
“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 said: “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. Hats 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.
CREDITS
Client: ASB
ASB General Manager Marketing: Shane Evans
ASB Partner Manager Cards, SME, Consumer Lending: Simon Adams
ASB Head of Retail Marketing: Gail Pettit
ASB Brand Manager: Bianca Osbourne
ASB Marketing Manager: Thomas French
ASB Associate Marketing Manager: Adrian McNearney
ASB Head of Social Media: Simone McCallum
Agency: WiTH Collective
CEO: Justin Hind
CCO: Steve Coll
Creative Directors: Nicole Hetherington and Simon Fowler
Head of Production: Iain Todd
Strategy Director: Hally Lara
General Manager: Adam Parsons
Client Services Director: John Marshall
Senior Account Manager: Serena Peddle
Account Manager: Rosi Berryman
Creative: Mia Fukuyama, Courtney Fay, Phillip Robbie
Design and UX: Stephen Brabazon, Robert Lettieri, Elkie Pieterse, Koshila Perera
Creative Services: Danni Robinson, Brittney Vaughn
Digital Producer: Sam Moore
Producer: Curious Films
Director: Rachel House
Producer: Matt Noonan
Production Manager: Stacey Ngawhika
DOP: David Garbett
Production Designer: Rosie Guthrie
Costume: Kristin Seth
Make Up: Megan Maxwell
Editor: Jonathan Venz
Music: Liquid Studios
Photography: Match
Photographer: Ross Brown
Photo Agent: Gerardine Turney
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