WiTH Collective launches new ASB platform 

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To inject a fresh energy into the home loan category, and get New Zealanders excited and feeling confident about progressing with every aspect of their home buying journey, WiTH Collective, Linked by Isobar, has worked with ASB to launch a new platform to help Kiwis “Own That Home”.

The new positioning from WiTH Collective for ASB, Own It highlights the experience of everyday people going through the ups and downs of buying property, aiming to actively encourage and support those at any stage of the process through targeted online content, bespoke customer comms, social promotion and OOH.

WiTH Collective, Linked by Isobar, developed the campaign creative based on the insight that confidence is often low when consumers are considering buying property. The resulting creative directs customers to ASB’s tips, tools, guidance and advice to help them feel empowered to progress with the next step in their home-buying journey.

WiTH Collective client services director John Marshall said: “It’s coming up a year since we opened our doors here in New Zealand and this campaign is just another example of the big, bold type of work, both we and ASB want to be doing.”

“We’ve enjoyed working alongside WiTH Collective team. They’re great story-tellers with a fresh and bold vision.”

WiTH Collective CD Simon Fowler said: “There’s a lot of negativity around buying a home – the process is considered daunting, stressful and confusing. We’re excited to have worked with ASB on a campaign that fills New Zealanders with confidence, and celebrates the hard yards you have to put in. The work feels unique and brings a fresh, positive perspective to the home loan category.”

ASB marketing GM Shane Evans said: “We’re focused on helping Kiwis achieve their home ownership dream. We’re pleased Own It will help customers do just that, by empowering them to confidently take steps towards owning their own home.

“We’ve enjoyed developing our home lending Own It creative platform alongside the WiTH Collective team. They’re great story-tellers with a fresh and bold vision.”

The campaign launched yesterday across TV, OOH, Digital, Radio, Social and ASB’s owned assets.


Client: ASB
General Manager Marketing: Shane Evans
Head of Retail Marketing: Vanessa Morris
Marketing Manager: Emma Lynch
Associate Marketing Manager: Emily Harder
Marketing Assistant: Megan Cairns
Brand Campaigns Manager: Emma-Rose Forrester
Portfolio Manager: Beth Te Raki
Product Manager: Aimee Storey

Creative Agency: WiTH Collective
Chief Creative Officer: Steve Coll
Creative Director: Nicole Hetherington
Creative Director: Simon Fowler
Group Planning Director: Alex Roper
Senior Strategist: Hally Lara
Client Services Director: John Marshall
Account Manager: Kate Syms
Account Executive: Lydia Sleeman Bailey
Head of Production: Iain Todd
Content Producer: Alex Mills

Media Agency: Carat
Strategy Director: Ryan Jordan
Business Director: Mireille Cope
Business Executive: Lauren Daly
Implementation Coordinator: Nicholas Cornwell
Senior Digital Manager: Josh Reiri-Allen
Senior Programmatic Account Manager: Skipper Lomiwes

Film Production Company: Rabbit Content
Director: Loren Taylor
Executive Producer: Alexandra Hay
Producer: Rita Gagliardi

Post Production: Butchery & Blockhead
Audio Post: Big Pop
Stills Production Company: Photoplay
Photographer: Mark Clinton
Executive Producer: Alison Lydiard
Producer: Ross Colebatch
Retouching: Sixtyfour

About Dentsu Aegis Network
As part of Dentsu Inc., Dentsu Aegis Network is the first truly global communications network for the digital age. Dentsu Aegis Network aims to be the global network of choice for clients seeking best-in-class expertise and capabilities in brand, media and digital communications services. Offering a distinctive and innovative range of products and services, Dentsu Aegis Network ANZ is headquartered in Melbourne with offices in Sydney, Brisbane, Canberra, Perth and Auckland. Globally, Dentsu Aegis Network operates in 110 countries worldwide with over 23,000 dedicated specialists. www.dentsuaegisnetwork.com.au / www.dentsuaegisnetwork.co.nz 

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