Saatchi’s ASB campaign targets uni students

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Following a series of successful social campaigns on Facebook (Like Loan) and LinkedIn (Ambition), Saatchi & Saatchi and ASB have launched the bank’s next social instalment – this time on Snapchat, further cementing their position, the agency says, as New Zealand’s most social bank. 

The ASB Snap Scholarships campaign is designed to engage with tertiary students and apprentices on a platform they love using. The campaign aims to entertain and reward followers while opening up a line of communication for them to connect with ASB to talk about their banking.

“We already know that students are a notoriously hard audience to reach and they are numb to any media channel being used traditionally,” says Saatchi senior digital strategist Ian Hulme. “So it wasn’t enough to just be ‘where the kids are’; we needed to do something authentic and entertaining, and most importantly, be true to the platform.”

Each week a series of scholarship challenges that have fun with Snapchat functionality will be released under the My Story section. From Snapchat, users are directed to a purpose built, mobile optimised website,, to submit their answer and contact details – those who do so will be in with a chance to win anything from McDonald’s and Spotify vouchers to festival tickets, PlayStation 4 consoles and iPhone 6 handsets.

“At ASB we are committed to communicating with our customers in the channels that are most relevant to them in their daily lives,” said ASB head of brand and retail marketing Shane Evans. “Snapchat is an exciting social media platform and is a unique opportunity to re-engage with tertiary students across the country as they enter the next phase of their financial lives.”

In addition to these weekly prizes, every individual challenge entered correctly also gains one entry into a draw to win the grand scholarship of $10,000 cash. This will be deposited into an ASB Tertiary account, which the winner can put towards their tuition fees or apprenticeship set-up costs.

The heroes of the campaign are Snapchat finger characters who deliver messages in both Snapchat and throughout supporting media, acting as quirky and likeable guides through the competition.

Snap Scholarships will be promoted over an 11-week period through a series of online and pre-roll videos, Spotify and Pandora activity, Radio on air ad-libs and Facebook promotions, encouraging people to add ASBBank on Snapchat.

Watch the other four supporting pre-rolls below.


Saatchi & Saatchi 

Executive Creative Directors: Corey Chalmers & Guy Roberts
Creatives: Thomas Marcusson, Charlie Godinet, Phil Hickes
Director of Strategy: Murray Streets
Senior Digital Strategist: Ian Hulme
Digital Production Director: Lorraine Guerin
Digital Producer: Brendan Haddock
Information Architect: Sarah Kelliher
Digital Designer: Megan Ying
Senior Front-end Developer: Georgy Malanichev
Systems Engineer/Back-end Developer: Dmitry Shumkov
Senior Flash Developer: Steven Ashby
Senior Designer: Chris Leskovsek
TV Producer: Anna Kennedy
Animator: Tomas Cottle
Business Director: Teresa Davis
Senior Account Director: Michael Wood
Account Director: Campbell McLean
Digital Client Director: Fiona McLeod
Production Assistant and Content Creator: Jess Reihana



Head of Brand & Retail Marketing: Shane Evans
Associate Marketing Manager: Lisa Bradley
ASB Social media: Bhavika Rambhai
Digital Brand Manager: Catrina Kuehler

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