ASB brings subscriptions to life to promote new card tracker in new work via The Monkeys NZ

Quick to sign up to and easy to forget, subscriptions are often set up and never reviewed, leaving people paying for things they aren’t using. Many people don’t realise how many subscriptions they’re paying for because when something’s out of sight, it’s out of mind. In ASB’s latest campaign via The Monkeys, part of Accenture Song, subscriptions come to life to launch the bank’s new card tracker feature, available in the ASB Mobile Banking app.

The fun campaign shows how the bank’s new card tracker feature allows ASB customers to conveniently view their subscriptions in one place by bringing someone’s subscriptions to life.

The campaign is supported by a range of shorter form videos focusing on specific subscription themes – from food delivery, to music and streaming, gym memberships and wellbeing along with activity across digital, social and on ASB’s internal and owned channels.

Says Helen Fitzsimons, chief marketing officer, ASB: “ASB has an ambition to create integrated brand experiences that solve genuine customer problems. Card tracker is a fantastic tool that is helping accelerate the progress of New Zealanders. We were surprised to discover that a third of ASB customers were spending more than $100 a month on subscriptions. We wanted to offer Kiwis the opportunity to review and track their subscriptions that may be being underutilised shall we say!”

Says Damon Stapleton, chief creative officer, The Monkeys Aotearoa: “We’re all guilty of signing up to a subscription on a whim and forgetting about it. Suddenly, those free trials become our monthly expenses. Add on exercise apps, online games and meal-kits, and people find they are spending hundreds of dollars a month on subscription services.”

Client: ASB
Chief Marketing Officer: Helen Fitzsimons
Everyday Money Marketing Lead: Ashleigh Smith
Campaign Manager: Sarah Davies
Associate Marketing Manager: Bridie O’Malley
Brand Experience Lead: Bianca Osborne

Creative Agency: The Monkeys Aotearoa, part of Accenture Song
Chief Creative Officer: Damon Stapleton
Chief Business Officer: Storm Day
Creative Director: Christie Cooper
Creative Director: James Conner
Senior Creative: Liz Richards
Senior Creative: Nick Dellabarca
Head of Production: Rosie Grayson
Group Business Director: James Allan
Senior Business Manager: Harrison Stone

Production Company: Sweetshop
Director: Max Barden
Executive Producer: Ben Dailey and Kate Roydhouse
Producer: Annelise Yarrell
DOP: Crighton Bone
Offline: Julian Currin
Online: Perceptual Engineering
Audio: Liquid Studios
Photographer: Fraser Clements, Match Photographers

Media Agencies
Dentsu, Acquire and Search Republic