Product / ServiceHOME LOANS
CategoryC01. Integrated Media Campaign
EntrantCARAT 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

Results and Effectiveness

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.

Creative Execution

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.

Insights, Strategy and the Idea

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.