ASB - Borrow the All Blacks

Background

The economic impact of Covid-19 hit small to medium size businesses in New Zealand hard. A health crisis rapidly became an economic crisis. SMEs are the backbone of New Zealand’s economy, making up 97% of New Zealand businesses, providing about 600,000 jobs and contributing around 26% of New Zealand’s GDP. More than that, they are Mums and Dads, families and entrepreneurs all who are doing it tough at the moment.

Idea

To support small Kiwi business and to help kickstart the economy, ASB gave away their biggest sponsorship partnership, and the world’s most famous rugby team – the All Blacks. Businesses who signed up at the ASB Business Hub had the chance to receive a tailored advertising and media package featuring some of the world’s best rugby players. Hundreds of lucky winners received a bespoke advertising package which included a digital video, static imagery and free Facebook spend (thanks to a Facebook partnership) to push out on their own business channels. Plus geo-targeted media across digital, social, OOH, bus and press placements all paid for by ASB. Some businesses got to meet their heroes, have the players try their products and support businesses from the local fruit store, to the local hairdresser to the local doggy day care.

Results

Campaign objectives of business signups were achieved within 72 hours of the campaign going live. Brand tracking targets for the month were hit within the first week and business winners were excited to receive their packages.

Our Thoughts

In Issue 55 we reported on the Telia Finland, who donated all the advertising space they had bought before lockdown to their small business customers but this takes it a step further. It gives their customers access to the symbol of Kiwi pride, the all-conquering All Blacks. It makes New Zealanders feel good about themselves and their country – and their bank.