True & Fish create ASB Progress campaign

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Creative agency True has created a new campaign for ASB, revealing how Kiwis measure progress in their own lives and what it means for them to be one step ahead.

To gain insight into how Kiwis define and measure progress, ASB surveyed more than 1000 people from across New Zealand.

ASB general manager marketing Shane Evans says the research overwhelmingly reveals New Zealanders’ historical marker of success has shifted with 90% of respondents relating progress to their and their family’s wellbeing over material possessions.

“Ahead of this campaign we set out to understand what progress means to New Zealanders and if the idea of ‘keeping up with the Joneses’ was still a key driver of success,” Evans says.

“We found that the quarter-acre dream is no longer a relevant blanket benchmark for achievement here in New Zealand. Instead progress looks and feels different for everyone depending on their life stage and circumstance.”

To ensure ASB captured what being one step ahead means to New Zealanders, the campaign features real Kiwis discussing what progress means to them in their own lives. Each responded differently.

“The quarter-acre dream is no longer a relevant blanket benchmark for achievement here in New Zealand.”

Four Kiwis highlighted include New Zealand shoe company Chaos & Harmony creative director Rebecca Anderson, 3D-limb printer Sarah Lin, LA-based tattoo artist Dan Smith and Black Ferns Sevens player Ruby Tui.

“Our new campaign is about identifying what success means to our customers and getting alongside them and helping them get one step ahead in ways unique and relevant to them,” Evans says.

“We learned that for New Zealanders progress and achievements go hand-in-hand.”

True Managing Director Steve Kane said: “This campaign gave us an opportunity to stand out in a category where convention has resulted in rational product features dominating over deeper emotional connections.

“As the research highlighted most Kiwis have a sense of momentum and it’s that – the feeling of progress – that unites us.

“So, progress became the basis for the campaign: acknowledging that it means different things to different people. Whether it be gaining knowledge, increasing freedom, striving towards independence, making mistakes and learning from them.”


Client: ASB
Acting Executive GM Marketing & Comms: Christian May
Marketing GM: Shane Evans
Brand Manager: Bianca Osborne
Brand Manager: Emma Barker
Associate Brand Manager: Emma-Rose Forrester
Head of Marketing Services: Sharon Moffatt
Social Media Specialist: Jasmine Taggart

Agency: True
Managing Director: Steve Kane
Head of Planning: Janisa Parag
Group Account Director: Kate Lennon
Account Director: Amie Spence
Executive Creative Director: Craig Pethybridge
Creative Directors: Dom Antelme & Ian Sweeney
Senior Creatives: Sarah Chernishov, Mike Ramsay & Duncan Blair
Creative Technologist: Matt Ellwood

Film Co: Flying Fish
Director: Jason Bock
Executive Producer: Samantha Attenborough
Managing Director & Executive Producer: James Moore
Offline Editor: Nathan Pickles
Online Editor: Leon Woods
Online Editor: Anita Ward
Grade: Dave Gibson
Media: Carat New Zealand

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