ASB GetWise

ASB’s youth financial literacy programme—GetWise, has been helping Kiwi kids learn about money for over 100 years. It’s a great initiative for school-aged children, but when the overarching objective is driving brand love for 18-34 yo New Zealanders, how do we make it appealing and relevant to them?

For a lot of our target audience, Kashin, ASB’s elephant-shaped moneybox would have been their first encounter with financial literacy. It’s their most long standing connection with the ASB brand. 

Using Kashin (and a killer track by Color Me Badd) as a prompt to take a deep dive into Ben and Amy’s back stories, we created a #throwback for Kiwis to get a glimpse of what Ben was saving for at 11 years old.

In revealing more about who our characters are and where they came from, while introducing the next generation of cash clever kids, we cemented an emotional connection and identification with our target audience—who are yearning for more Ben and Amy antics!

The results? ASB’s brand love score had the highest uplift in 2 years. Insight agency TRA asked 1000 New Zealanders to share their favourite TVC, and the people have spoken—GetWise has taken out the top spot.