ASB enlist 'Hunt for the Wilderpeople' actress Rachel House as the ‘True Rewarden’ in a campaign via WiTH Collective New
Zealand.
ASB’s credit card rewards program True Rewards has this week launched an integrated data-driven campaign and brand
re-launch to appeal to new customers and re-engage existing members.
Directed by, and starring, Rachel House, the campaign revolves around a central character aptly named the ‘True
Rewarden’. Her Job? Get Kiwis to rediscover True Rewards.
The campaign follows the True Rewarden as she travels the country explaining how the rewards program works, and how to
”do every purchase justice”.
It is the first campaign from WiTH Collective’s newly established New Zealand agency.
ASB General Manager Marketing Shane Evans says: WiTH Collective has done an incredible job not only repositioning the
program, but launching its first campaign right through the line.”
ASB Partner Manager Cards Simon Adams says: “We know New Zealanders love earning rewards and we have a great product
here. True Rewards are easy to earn and easy to spend, which is why we wanted to reach out to our customers and remind
them of our value and simplicity.
The campaign uses targeted digital display, personalised emails, contextual out-of-home (OOH), TV and will launch in
cinemas across the country to align with Rachel's role in Disney’s Thor: Ragnarok, releasing later this month.
WiTH Creative Director Nicole Hetherington says: “As an avid rewards junkie I couldn’t resist the opportuntity to reach
out to True Rewards customers and remind them how amazing this loyalty program really is. The beauty is in the data too
– with so much information available to us, we have a ability to completely tailor the creative message to make it that
much more targeted and compelling. So while the True Rewarden works as a great message above the line in film and OOH,
customers can now look forward to personalised messages from her too.”
Creative Director Simon Fowler applauded the collaborative process – concepted by WITH and brought to life in
partnership with client, production, agency and talent.
Fowler says: “As always, working with Curious was a pleasure – Rachel is a true talent both in directing the spots and
being the star of them. This campaign was a joy to make for many reasons, one being the collaborative process between
agency, client and production. There were a lot of laughs along the way – such a great result.”
Curious founder Matt Noonan says: “Thank you ASB and WiTH Collective for great, smart, fun ideas and a supportive,
collaborative creative environment. Rachel had a fantastic experience and it’s an awesome start for her as a commercial
director. This is the way to make entertaining, creative and effective work. Hat’s off to Nic and Si, Steve, Iain and
the whole team at ASB.”
The campaign went live on Sunday and will continue in many iterations over the next 12 months.
ENDS