WiTH Collective and ASB help Kiwis Own that Home
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.
John Marshall, Client Services Director at WiTH Collective said, “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.”
Simon Fowler, Creative Director at WiTH Collective said, “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.”
Shane Evans, General Manager of Marketing from ASB said, “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.