Title | ESSENTIAL THANKS |
Brand | ASB BANK |
Product / Service | COMMUNITY AND SPONSORSHIP |
Category | C02. Interactive / Dynamic Digital Screens |
Entrant | ASB BANK Auckland, NEW ZEALAND |
Idea Creation | WITH COLLECTIVE Auckland, NEW ZEALAND |
Media Placement | CARAT Auckland, NEW ZEALAND |
Additional Company | DENTSU Auckland, NEW ZEALAND |
Additional Company 2 | LUMO Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Hadleigh Sinclair | WiTH Collective | Creative Director |
Jack Delmonte | WiTH Collective | Creative Director |
Will Winter-Irving | WiTH Collective | Art Director |
Joe Ranallo | WiTH Collective | Copywriter |
New Zealand had one of the earliest and strictest lockdowns worldwide. Level four lockdown meant you were only to leave your home for grocery shopping, food, or if you were considered an essential service.
Every single placement in our campaign was written by an everyday New Zealander. We took real comments on social media and ran them on billboards nationwide. Using a dynamic format, we could update them within hours, and our media partners helped us target the specific person that the message was for. Not only that, but a series of cameras allowed us to only pay for the media placement once an essential worker saw it. This meant we were buying OOH as you would digital display on a cost-per-view basis - a nationwide first for New Zealand.