Title | ASB LIKE LOAN |
Brand | ASB BANK |
Product / Service | HOME LOANS |
Category | B04. Consumer Services |
Entrant | CARAT Auckland, NEW ZEALAND |
Advertising Agency | SAATCHI & SAATCHI Auckland, NEW ZEALAND |
Media Agency | CARAT Auckland, NEW ZEALAND |
Entrant Company | CARAT Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Campbell Smith | Carat | Media Manager |
Olly King | Carat | General Manager |
Alex Radford | Iprospect | General Manager |
Frances Priggen | Iprospect | Planner/Buyer |
Jonathan Devereux | Iprospect | Operations Manager |
Antonio Navas | Saatchi/Saatchi | Executive Creative Director |
Cory Bellringer | Saatchi/Saatchi | Creative Group Head |
Bhavika Rambhai | ASB | Social Media Manager |
Ali Duncan | ASB | Digital Brand Manager |
Matt Skinner | Saatchi/Saatchi | Technical Director |
Lorraine Guerin | Saatchi/Saatchi | Digital Production Director |
Shane Evans | ASB | Head Of Brand |
Michael Wood | Saatchi/Saatchi | Senior Account Director |
Brad Bateman | Saatchi/Saatchi | Senior Account Director |
John Maloyd | Saatchi/Saatchi | Digital Account Manager |
Brendan Haddock | Saatch/Saatchi | Account Executive |
Alice Mckay | Haystac | Agency Director |
Nicole Antonelli | Haystac | Events Manager |
Anna Curzon | ASB | Gm Of Marketing |
Debbie Lowe | ASB | Manager Of Digital Brand |
Haystac PR | Additional company | |
iProspect | Additional company |
From just 7 draws, Like Loan attracted 30,618 unique entries, 26,382 who have opted to give us their contact details. A staggering 86% hit rate. So far, this has generated over NZ$167 million in new lending and revenue of more than NZ$9.9 million net profit through interest gained on loans. Our social reach covered the entire population, twice over. ASB’s Facebook fan base increased by 46%. One lucky winner took home the country’s lowest-ever home loan rate! But most importantly, ASB achieved a world-first in the financial services industry: proving that a bank can monetise social media marketing activity.
ASB Like Loan, the more ‘likes’ the home loan rate receives throughout one day via the Facebook app, the lower the rate goes for one lucky winner. Media recommended we show the lowering rate in real time across multiple channels, as this would be a significant motivator for people enter the competition and not miss out on winning the final rate. A technical integrated solution connected a live feed of the Facebook app direct to LIVE TV commercials, online banners and outdoor media, so people could see the interest rate dropping with every ‘like’ in real time.
The New Zealand housing market was taking off with prices rising dramatically. With every bank offering “the usual” sales incentives – tablets, smartphones and cash – ASB was struggling to differentiate itself and at risk of losing share of new mortgages. But with the largest bank following in social media, particularly Facebook, there was an opportunity to harness social advocacy for ASB’s home lending. Objective: Activate ASB’s social community and deliver qualified leads for home loans conversion. Audience: First and second home buyers shopping around for loans from major banks. Insight: Our audience are strongly influenced by friends, family and their social networks. Avid Facebook users and “dual-screeners” (engage with multiple channels simultaneously, i.e. TV and mobile). Owning their own home is their dream, the New Zealand dream.