ASB helps New Zealanders ‘own that home’ in latest brand campaign via WiTH Collective

To inject a fresh energy into the home loan category, and get New Zealanders excited and feeling confident about progressing with every aspect of their home buying journey, WiTH Collective, Linked by Isobar, has worked with ASB to launch a new platform to help Kiwis “Own That Home.”

The new positioning from WiTH Collective for ASB, ‘Own It’, highlights the experience of everyday people going through the ups and downs of buying property, aiming to actively encourage and support those at any stage of the process through targeted online content, bespoke customer comms, social promotion and OOH.

WiTH Collective, Linked by Isobar, developed the campaign creative based on the insight that confidence is often low when consumers are considering buying property. The resulting creative directs customers to ASB’s tips, tools, guidance and advice to help them feel empowered to progress with the next step in their home-buying journey.

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Says John Marshall, client services director at WiTH Collective: “It’s coming up a year since we opened our doors here in New Zealand and this campaign is just another example of the big, bold type of work, both we and ASB want to be doing.”

Says Simon Fowler, creative director, WiTH Collective: “There’s a lot of negativity around buying a home – the process is considered daunting, stressful and confusing. We’re excited to have worked with ASB on a campaign that fills New Zealanders with confidence, and celebrates the hard yards you have to put in. The work feels unique and brings a fresh, positive perspective to the home loan category.”

Says Shane Evans, general manager of marketing, ASB: “At ASB we’re focused on helping Kiwis achieve their home ownership dream. We’re pleased ‘Own it’ will help customers do just that, by empowering them to confidently take steps towards owning their own home. We’ve

enjoyed developing our home lending ‘Own it’ creative platform alongside the WiTH Collective team. They’re great story tellers with a fresh and bold vision.”

The campaign launched yesterday across TV, OOH, Digital, Radio, Social and ASB’s owned assets.

Client – ASB

Shane Evans – General Manager Marketing

Vanessa Morris – Head of Retail Marketing

Emma Lynch – Marketing Manager

Emily Harder – Associate Marketing Manager

Megan Cairns – Marketing Assistant

Emma-Rose Forrester – Brand Campaigns Manager

Beth Te Raki – Portfolio Manager

Aimee Storey – Product Manager

Creative Agency – WiTH Collective

Steve Coll – Chief Creative Officer

Nicole Hetherington – Creative Director

Simon Fowler – Creative Director

Alex Roper – Group Planning Director

John Marshall – Client Services Director

Kate Syms – Account Manager

Lydia Sleeman Bailey – Account Executive

Iain Todd – Head of Production

Content Producer – Alex Mills

Media Agency – Carat

Ryan Jordan – Strategy Director

Film Production Company – Rabbit Content

Director – Loren Taylor

Executive producer – Alexandra Hay

Producer – Rita Gagliardi

Post Production – Butchery & Blockhead

Audio Post – Big Pop

Stills Production Company – Photoplay

Photographer – Mark Clinton

Executive Producer – Alison Lydiard

Producer – Ross Colebatch

Retouching – Sixtyfour