ASB helps Kiwi businesses Get Their Head In The Game in new campaign by The Monkeys Aotearoa & Reel Factory

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AUCKLAND, Today: With the support of New Zealand’s “most loved sports teams”, the All Blacks and Black Ferns, and “most beloved” advertising couple (Ben and Amy), ASB is calling on Kiwi business owners to get their head in the game this Rugby World Cup.

Created by The Monkeys Aotearoa, part of Accenture Song, with production company Reel Factory, a new national campaign highlights ASB’s support of business customers of all sizes.

ASB business marketing chapter lead Rochelle Walsh said: “Quality coaching and team development can be out of reach for many businesses, but as part of this campaign, ASB business customers have the chance to win one of five coaching programmes run by All Blacks Performance Labs to help build their own championship team.

“The All Blacks Performance Labs team has learnt from some of the world’s most renowned organisations and teams, including the All Blacks and Black Ferns, to develop a groundbreaking programme that unlocks the DNA of success for businesses around the world.

“As well as encouraging ASB business customers to be in it to win it, the Get Your Head In The Game fully integrated campaign drives awareness of the bank’s sponsorship of the All Blacks. 

“The campaign features a new 30” tvc with ASB’s Ben and Amy presenting their business plan to the All Blacks and Black Ferns. It also includes a suite of videos featuring All Blacks and Black Ferns imparting insights and their experiences within a high-performing team, and how that can be applied to New Zealand businesses.

“Starring ABs & Black Ferns superfans Ben and Amy, dynamic digital OOH billboards will feature across NZ, changing out in real-time.”

“Starring All Blacks and Black Ferns superfans Ben and Amy, dynamic digital OOH billboards will feature across the country, changing out in real-time in response to the game results throughout the tournament.

“Alongside broadcast and OOH, direct, digital and social will also help drive entry into the competition, supported by a website that has more information about the All Blacks Performance Labs partnership.

“The campaign will also run below the line with customer comms, and tools to support ASB’s frontline teams to encourage customers to participate. Internal competitions will run for ASB staff to join the fun, recognising the bank’s most important asset is its own team.

“Like the All Blacks, New Zealand businesses are facing their own unique challenges and pressures right now and we wanted to use our partnership with the All Blacks in a creative way, to deliver value to our business customers.

“We know that working together and having the right mindset is key to unlocking the potential in any team – especially in an environment that is changing and often challenging.”

The Monkeys Aotearoa chief creative officer Damon Stapleton said: “The campaign brings together ASB’s popular couple in Ben and Amy alongside one of NZ’s most iconic teams – the All Blacks.

“It’s a great way to show ASB’s support to New Zealand businesses and the teams that are key to their success.”



Client: ASB
Chief Marketing Officer: Helen Fitzsimons
Chapter Lead, Business Marketing: Rochelle Walsh
Head of Brand Experience: Rachel Aikin
Brand Experience Lead: Bianca Osborne
Marketing Manager, Business Marketing: Ben Fong
Marketing Manager, Community Partnerships: Jonathan Rea
Executive Manager, Commercial Partnerships: Mark Graham
Senior Social Media Manager: Jasmine Taggart

Creative Agency: The Monkeys Aotearoa, part of Accenture Song
Chief Creative Officer: Damon Stapleton
Chief Business Officer: Storm Day
Senior Strategist: Craig McLeod
Head of Integrated Production: Rosie Grayson
Senior Integrated Producer: Nikita Kearsley
Integrated Producer: Callum Crab
Group Business Director: Ruth Coulson
Business Manager: Jackson Edgecombe
Creative Director: James Conner
Creative Director: Christie Cooper
Art Director: Susannah O’hUadhaigh
Copywriter: Kat Menary
Copywriter: Arron Sharma
Design Lead: Lorenz Perry
Senior Finished Artist: Lisa Stowers
Studio Designer: Vivian Heng

Production Company: Reel Factory
Executive Producer: Dan Watkins
Director: Andy Morton
Producer: Pippa Keiller
Composition and audio: Franklin Road Music & Sound
Photographer: Sacha Stejko
Retoucher: Tammy White
Stills Producer: Michele Richards-Berry (IDC)
Media agencies: dentsu, Acquire, Search Republic

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