ASB has always taught kids some great money skills, but they were losing ground. Engagement with Clever Kash, and kids banking was in a lull. They wanted a campaign idea to make kids, and parents, excited about banking again.
Enter Hana, Clever Kash and Stick™, an organic, sustainably harvested entrepreneurial venture showing how cash clever kids take on the world.
It came to life as a hero TVC, supported with extensive OOH, Social, Dog Park Activations and Digital Display.
The results? In the first month:
Nearly 20,000 kids re-engaged with their ASB Headstart accounts.
Over 500 new sign-ups.
77% increase in visits to ASB Kids Banking Site
We give the Hana character a bit of depth and backstory with her own insta, bringing some charm and humour into the story.
The partnership between ASB and St John is a long standing one, but with ASB losing brand attribution, we needed to bring home a stronger connection. Enter Clever Kash, the animated elephant was a universally recognised, but under utilised asset. We partnered him up with a young St John in Schools graduate, Holly, to help her slightly clumsy dad survive the perils of home.
ASB has a broad portfolio of community sponsorships, which has grown to reflect our diverse communities. However as we shift to Inclusiveness, and bringing people together we needed to look at how to bring them together and celebrate them.
The Progress rebrand was a big epic project that came about at the end of the pitch process. My partner and I were the lead team on the pitch, developing the work that got the ASB across the line, and laying the ground work for the eventual Progress campaign.
Just some good old fashioned headline writing. Because I’m a copywriter.