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New campaign challenges New Zealanders to ‘Experience ASB’
Media release
Sunday 2 October, 2011
New campaign challenges New Zealanders to ‘Experience ASB’
New Zealanders get their first glimpse of ASB’s latest marketing campaign today with the first of a new series of television commercials due to screen tonight (Sunday 2 October).
Based around the concept of ‘Experience ASB’, the broadcast, online and print campaign is aimed at providing an opportunity for potential customers to ‘test drive’ a range of ASB products and services before making the decision to change banks.
“Switching banks can seem like a daunting and complex process for many people,” says Catherine McGrath, ASB’s Executive General Manager for Strategy, Payments & Product. “It is also difficult to really understand what it is like to be a customer before taking the plunge. We are confident that potential customers will love banking with ASB, so we are giving them the chance to actively experience what it is like to be an ASB customer before committing to a long term banking relationship.”
The campaign encourages people to visit ASB’s new digital hub www.experienceasb.co.nz to walk their way virtually through the Bank’s products and services. The site uses the latest technology to create a full video-based website that takes visitors on a first person journey as if they were an ASB customer. One of the only sites of this kind in New Zealand, ASB’s innovative hub is accessible to people wherever they are and whatever device they are using to browse the internet on.
At the same time, ASB has focused on making the process of switching banks easier, simpler and faster for potential customers with the introduction of ‘Personal Switchers’. Once someone has made the decision to become an ASB customer, the Personal Switcher’s role is to guide the customer through the transition process to ensure that the experience is as seamless as possible.
ASB is also continuing to embrace the value of social media and is actively challenging site visitors to ask existing ASB customers about their experiences with the Bank. The site will use a Twitter function to allow questions and answers to be displayed under the hashtag #askASB.
ASB is using its strong social media presence to distribute campaign content and, along with the Bank’s innovative Virtual branch, it is enabling Facebook users to initiate the switching process from their brand page. In addition, ASB is launching a Youtube ASB Brand Channel that will make the Bank’s video content even more accessible and will become a key platform for communicating with people in the future.
Dame Judi Dench, who has been critically acclaimed for iconic roles such as ‘M’ in the James Bond movies, lends her voice to the campaign, expressing her unique sense of warmth and humour. This combined with her common sense approach has made her one of the world’s most popular actresses. The television advertisements were filmed by award-winning director Mark Lever.
ENDS
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