To inject a fresh energy into the home loan category and get Kiwis excited and feeling confident about their homebuying journey, WiTH Collective, Linked by Isobar, has worked with ASB to create a new platform.
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, and aims to actively encourage and support those at any stage of the process.
The campaign launched yesterday across TV, out of home, digital, radio, social and ASB’s owned assets.
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, added: “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 at 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 storytellers with a fresh and bold vision.”