Saatchi turns ASB credit card on its head

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ASB has issued a vertical challenge to the credit card market with its new market-leading, low rate credit card ASB Visa Light. Instead of the traditional horizontal format that’s been the standard since the 1970s, the new ASB Visa Light features a vertical design, with the chip at the top.

ASB head of cards Glen Martin says the new format card is designed for today’s terminals and transactions. “It reflects the way we now insert and tap our cards with terminals and ATMs, and store them in our phone cases,” he said.

“The world’s changed, so we’ve adapted our newest card for our customers.”

As well the vertical orientation, the Visa Light card also breaks from tradition with new bold font writing that’s not embossed like it is on most cards. The text is designed to be easier to read, making tasks like entering card numbers for online shopping easier.

The new card also comes with no account fee and ASB’s lowest ongoing purchase interest rate, currently set at 13.5%. It also offer’s ASB’s Smart Rate that offers a special fixed interest rate for a set period of time, automatically applied when you spend a certain purchase amount.

The Saatchi campaign
Saatchi & Saatchi has created a campaign to launch the new card that will run across TV, digital, social and outdoor.

Digital CD Terry Williams-Willcock said, “The new Visa Light credit card is yet another demonstration of ASB’s customer centred design thinking – both its vertical design and new combined product features. We wanted to shine a light on how ASB is always looking to innovate and progress their products based on consumer behaviours.”


Creative Agency: Saatchi & Saatchi
Digital Creative Director: Terry Williams-Willcock
Art Director: Sam Schrey
Copywriter: Guillaume Calmelet
Head of Planning: David McIndoe
Planner: Gina Williams
Business Director: Jill Chestnut
Account Director: Alex Leece
Account Manager: Vinay Naran
TV Production: Joshua Forsman, Aileen McKellar
Digital Producer: Emma Bossley
Studio: Tias Somers, Abigail Kerr, Shane Kelly
Client: SB
GM Marketing: Shane Evans
Head of Retail Marketing: Gail Petit
Marketing Manager Cards & Consumer Lending: Thomas French
Associate Marketing Manager: Kimberly Nelson
Social Media Specialist: Jasmine Taggart
Media: Carat
Senior Business Manager: Phillip Webster
Senior Digital Manager: Josh Reiri-Allen
Business Coordinator: Bella Ericson
Production: Studio Local
Director: Pete Circuitt
3D Technical Director: Dan Brown
Editor: Jared Kahi
Production Producer: Tania Smiler
Motion Graphics: Pete Oliver
Motion Graphics: Julia Kim
Sound/Music: Franklin Road
Search: Search Republic
Search Specialist: Karl Rooney

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