Archive for the ‘New Zealand’ Category

ASB and Saatchi & Saatchi New Zealand – Doing Sponsorship Differently

Monday, November 9th, 2015

ASB has released its concluding content around their sponsorship of the Auckland Marathon – and their ‘Run Down Your Rate’ competition that gave 10 lucky runners the chance to win their marathon time as a two-year fixed home loan interest rate: Helped along with the extra incentive of a low home loan rate, all of the winners ran faster than the average ASB Auckland Marathon time, with six out of 10 runners smashing their goal times. Three runners achieved rates of less than 3% with the lowest (2.42%) run by Katie Kemp, winner of the women’s marathon.

Corey Chalmers, ECD of Saatchi & Saatchi reflected on ‘Run Down Your Rate’ and their growing body of hard working sponsorship activations with ASB over the past year and a half: “Getting people to run for a lower rate is fun, relevant, entertaining and with the amount of money to be saved with each improved step, genuinely motivating. ‘Run Down Your Rate’ is just one more way that we’ve worked hard to make sure ASB has enduring, meaningful relevance in the real world for the past 18 months. It could just be logos and ticker tape, but we’ve really focused on driving genuine relevance into every sponsorship ASB does.”

Guy Roberts, ECD of Saatchi & Saatchi adds, “Sponsorships are often easily dismissed – pay the money, chuck the logo on it. Together with ASB, we’ve found it an incredibly potent way to authentically grow the brand, by embracing it and challenging ourselves to give fans a reason to walk away thinking ‘this is a brand that really gets it’ – which is exactly what Venus Williams said last year, unprompted, after the ASB Classic final. What’s also great is when an entire business gets behind a sponsorship – not many companies would actually change their name to announce a sponsorship with the All Blacks. We were definitely lucky with the letters, but ASB still had the courage to embrace it!”

“We’ve happily moved on from just doing the big brand TV pieces – it’s now about many and often, building a brand not with words in one moment but in actions over time, all with a consistent spirit, tone and manner. These days, you’re a glance on a newsfeed, a passing view on a motorway, a share here and a post there. ASB understands that better than most brands”, says Chalmers.

ASB GM Marketing, Shane Evans said ASB’s recent sponsorship activity demonstrates how the bank is approaching branding through product and sponsorship initiatives, as opposed to traditional brand campaigns.

“Sponsorships are a key part of the way ASB demonstrates community commitment, rather than simply paying lip service to it. Our innovative activations also create a tangible experience for the public and our customers to be a part of,” Evans said.

ASB is proud to partner with Saatchi & Saatchi in its journey to find bold, innovative ways to leverage its sponsorships.

“We build the brand together with a carefully planned mix of innovation, social storytelling, and real life events, supported by ASB’s strong customer service and real-world relevance, which has unsurprisingly led to increased brand love for ASB.”

Recap of ASB’s recent sponsorship activations:

ASB Marathon ‘ Run Down Your Rate’
Race Day –
Training –
Meet the Runners –

All Blacks Sponsorship
Up for the Game – The special ABS coffee blend:
All Blacks Perspective – Business insights from the team behind the team:
ABS announcement – The bank that backs the All Blacks:

ASB Classic
ASB Classic – The Best Ball Boys in the World:

Category: Campaigns, New Zealand

Saatchi & Saatchi New Zealand’s Client ASB Named Most Effective at EFFIE Awards

Friday, October 9th, 2015

NZ Effie ASB-inpost

ASB and Saatchi & Saatchi New Zealand had a successful night together at the EFFIE awards, taking home two silvers and one of only seven golds awarded for their Snapchat ‘Snap Scholarships’ campaign.

In addition to these wins, finalists for ASB and Saatchi & Saatchi’s ‘Best Ball Boys in the World’ and the All Blacks sponsorship announcement meant ASB was crowned most effective client of the year.

ASB’s Executive General Manager Marketing & Communications, Roger Beaumont said: “Great partnerships produce the best work, and these awards demonstrate the strength and quality of our collaborative relationship with Saatchi & Saatchi. We’re very pleased to be partners with such a talented, hard-working and great bunch of professionals.”

Saatchi & Saatchi CEO Nicky Bell said: “Last night’s results represent the culmination of an incredible year for the ASB and Saatchi & Saatchi teams. Together we have brought to life some really innovative work for customers – from making the most of sponsorships, experimenting with new channels like snapchat, to inventing products like Clever Kash. ASB being awarded most effective client this year is well deserved recognition of their progressive approach to business.”

This is the second year running a Saatchi & Saatchi New Zealand client has taken the top spot at the EFFIEs, with DB Breweries winning most effective client in 2014 off the back of the globally successful ‘Catch a Million’ which also won the grand EFFIE.

Saatchi & Saatchi’s work with the New Zealand Defence Force and Women’s Refuge was also recognised at the EFFIEs with two finalists in the ‘Best Strategic Thinking’ category.

Full list of Saatchi & Saatchi New Zealand’s finalists:

  • ASB – Snap Scholarships – Most Effective Digital / Social Media Campaign (Awarded Gold)
  • ASB – Snap Scholarships – Best Strategic Thinking
  • New Zealand Defence Force – Force Fit – Best Strategic Thinking
  • Women’s Refuge – Bring Back Kate – Best Strategic Thinking
  • ASB – Snap Scholarships – Most Progressive Campaign (Awarded Silver)
  • ASB – Snap Scholarships – Consumer Services (Awarded Silver)
  • ASB – All Black’s Sponsorship Announcement – Limited Budget
  • ASB – Best Ball Boys in the World – Limited Budget
Category: Awards, New Zealand

Teaching kids the value of money in a cashless society: ASB and Saatchi & Saatchi unveil tech innovation

Thursday, September 10th, 2015

Clever Kash-inpost

ASB has revealed a prototype of their new innovation today – a cashless moneybox that integrates with the ASB Mobile banking app to help teach children the value of money in an increasingly cashless society. Named ‘Clever Kash’ – the new look elephant money box is designed to keep children motivated towards their savings goals and help establish positive savings behaviour from an early age.

ASB Chief Executive Barbara Chapman describes Clever Kash as a fun and engaging technology, the latest evolution of the Kashin moneybox first launched in 1964, which is set to put a smile back on the face of kids’ banking.

“Parents are telling us they’re finding it challenging to teach their children about the value of money as they don’t tend to use cash and coins for everyday purchases. Today, children are more likely to see their parents handing over a card to pay, and so may not appreciate how much things cost or see change calculated, as we do when paying in notes and coins,” Ms Chapman says.

“Clever Kash is our solution to this challenge in an ever-evolving digital era. We have made cash tangible again for Kiwi kids by allowing them to see first-hand how spending and savings is reflected on their Clever Kash display. Clever Kash is a fun and modern money box to keep children motivated towards their savings goals and help them establish positive savings behaviour from an early age,” Ms Chapman says.

Clever Kash was invented by ASB and Saatchi & Saatchi New Zealand. The 15cm tall moneybox was developed in collaboration with ASB’s Technology & Innovation Labs, the Saatchi & Saatchi innovation team, Assembly, Kamahi Electronics and 4Design.

Shane Evans, General Manager Marketing at ASB said: “It has been a great experience bringing this concept to life, with our partners at Saatchi & Saatchi. Together, we’ve been able to take a compelling idea and develop it into a physical product prototype in a very short timeframe. What we’ve produced is an exciting technology product that directly addresses a real issue that our customers have identified around developing good financial habits for children.

ASB Chief Architect James Bergin says the entire Clever Kash project, from design through to the technology itself, has been New Zealand-based and has leveraged ASB’s heritage of technology and innovation.

“Clever Kash connects with the ASB Mobile banking app via a secure and encrypted Bluetooth connection. Parents can be safe in the knowledge that Clever Kash displays the account balance only and kids have no transactional ability,” Mr Bergin says.

Corey Chalmers, joint Executive Creative Director of Saatchi & Saatchi said: “Clever Kash has been a fascinating journey for us, from the moment the idea was born to the final realisation. To make a real, tangible innovation with a fantastic benefit for kids is a real thrill for us. This collaboration with ASB was an excellent example of a great partnership in action.”

Nicky Bell, CEO of Saatchi & Saatchi said: “We are so proud of Clever Kash and our combined ASB/Saatchi team that brought him to life. It’s exactly the kind of thinking and work (using technology to address real challenges in the world) that we are doing more and more of.”

An early release Clever Kash will soon be available in New Zealand as part of the product testing phase of development, in which feedback will be essential to modify and expand the device’s capabilities to best meet customer needs.

Customers interested in being one of the first to trial Clever Kash can register their interest via the ASB Mobile banking app, or they can follow how Clever Kash develops by subscribing to updates at

Watch the story of Clever Kash: 

Category: Campaigns, New Zealand

‘A Force For New Zealand’ New Zealand Defence Force launches new recruitment campaign

Tuesday, September 8th, 2015

A force for NZ-inpost

The New Zealand Defence Force (NZDF) launches a new recruitment campaign this week, aimed at attracting clever, agile New Zealanders to a career with the Navy, Army and Air Force to fill skill gaps and identify future leaders.

Created by Saatchi & Saatchi New Zealand, the new campaign is centred around the insight that helping comes naturally to New Zealanders, showing scenarios based on real experiences in the forces, with behind the scenes online films explaining more of the story behind each event. The work is informed by research that showed that when it comes to selecting a career path, purpose is now one of the key drivers for young New Zealanders. They want to join an organization that will not only help them get on in life, but will also make a difference in the world.

Commander Wayne Burtton, Director of Defence Recruiting for NZDF said, “We are extremely proud of the work that has been developed and the way it shares the real stories of our incredible men and women. The work also reflects the integrated role of the Navy, Army and Air Force for New Zealand. It brings to life the vision Chief of Defence, Lieutenant-General Tim Keating has for NZDF – to be ‘A Force for New Zealand’.”

Corey Chalmers, ECD of Saatchi & Saatchi NZ said, “It has been an absolute honour – both for me personally and the whole agency team – to work alongside each of the services in the creation of this campaign. The experience has given me the most profound respect for the what the people of the Army, Navy and Air Force do for New Zealand.”

The campaign started on 6 September and will run on TV and online.


Navy 30”:
Navy – Behind the scenes:

Army 30”:
Army – Behind the scenes:

Air Force 30”:
Air Force – Behind the scenes:

Category: Campaigns, New Zealand

ASB gives New Zealand businesses a chance to learn from the team behind the All Blacks

Monday, September 7th, 2015


ASB is connecting New Zealand businesses with one of the nation’s most iconic brands and successful organisations – the All Blacks.

In interviews with business owners, ASB and Saatchi & Saatchi uncovered insights about the content that would help them achieve their business ambitions. Generally pragmatic and active, many businesses are looking for clear shortcuts, analogies and short snackable content that is easy to ‘get’.

ASB is doing things differently from what you’d traditionally see with corporate sponsorships. Early on in the sponsorship process it identified a strong synergy between business and high performance sport. Shane Evans, ASB’s General Manager Marketing said: “It got us thinking about how we could leverage our partnership to provide something unique to our business customers.”

The content series created by Saatchi & Saatchi NZ – ‘An All Blacks Perspective’ – that will run on ASB’s website, YouTube channel, blog and on TV features key members of the All Blacks Management team, sharing nuggets in business through a series of five short episodes from the ‘team behind the team’.

While the All Blacks are revered for their on-field excellence, the meticulous planning off the field is key to building one of the world’s highest performing sports brands (global brand valuation firm Brand Finance put the All Blacks’ worth at $108 million). So rather than use the All Blacks players themselves, ASB and S&S set about sharing insights from the All Blacks team off the field.

Shane Evans said: “The content series gives people an insight into how the All Blacks, one of the most successful sporting teams in the world, continually strive to be number one. We interviewed five of the management team, the team behind the team, and these interviews cover everything from leadership to culture to nutrition. On our blog Steve Jurkovich, our Executive General Manager Corporate, Commercial and Rural also discusses how the All Blacks insights apply at ASB.

“So far the series has opened up some really great conversations with our customers. I think it’s showed them that we’re not just here to help them with their financial needs, but we also understand the ins and outs of business and we’re here to help with that as well.”

Corey Chalmers, Executive Creative Director, Saatchi & Saatchi New Zealand said: “People would pay huge amounts of money for a management masterclass like this and ASB is sharing it with the business community. There are some real gems in there and it’s a fascinating look behind the scenes of the All Blacks. The team behind the team is one not often talked about, yet they’re the engine room, just like any business. It’s a fresh take on your standard sponsorship model that’s genuinely informative and refreshingly useful for businesses, or anyone with a passion for leadership and performance. It’s typically ASB – progressive, a fresh approach, and genuinely helpful to customers.”

Heineken, Saatchi & Saatchi and Darkhorse collaborate with Squid Soup to create the HEINEKEN LIGHT CLUB

Friday, September 4th, 2015

Heineken Light 1-inpost

Heineken, the world’s most premium international beer and the leader in New Zealand’s premium beer category is launching Heineken Light into the New Zealand market.

To celebrate the launch, Heineken has constructed a giant mirror cube in the Britomart precinct of downtown Auckland that will be open to the public. ‘The Heineken Light Club’, a creative collaboration between Heineken, Saatchi & Saatchi NZ, Darkhorse and world leading lighting art and design collective SquidSoup. It is a unique place to try Heineken Light within an interactive light and sound installation, something which has never been seen in New Zealand before. The installation encourages visitors to move through the space and experience the change in light and sound that occurs as the technology responds to individuals and their Heineken Light bottle.

SquidSoup has worked on creative lighting installations around the world including places such as the Sundance Film Festival (USA), Glastonbury Festival (UK), the V&A (UK), Tate Britain (UK), Visual Art Week (Mexico).“It’s been really exciting for us to work on this world first with Heineken Light, creating a combined sound and light experience. The additional interactivity that allows the audience to mix audio in real-time certainly elevates the work to a whole new level.” SquidSoup’s New Zealand based artistic director Chris Bennewith.

The installation has an interactive sound element that has been brought to life through the genius of local New Zealand artists Sweet Mix Kids. They have worked closely with SquidSoup to create the unique music experience for the Heineken Light Club responding to the energy in the room. “We’re avid light beer drinkers so couldn’t be more excited to work with Heineken Light and SquidSoup on the Light Club. You’ll enjoy hearing our new music and latest remixes like you’ve never heard them before, actually you haven’t as many are unreleased. They’ve been mixed up and edited especially for the Light Club to compliment the moving art and react to the space.” Sweet Mix Kids

Julia Imlah, Heineken New Zealand Marketing Manager, explains: “We are hugely proud to have launched a world first 2.5% Heineken Light to address the changing consumer tastes here in New Zealand. The new product gives Kiwis a great tasting, refreshing Light beer without compromising on taste or forgoing the premium badge value of a Heineken, and is the perfect beer to extend any social occasion”.

New Zealand will become just the third country in the world to launch Heineken Light following a successful roll out in the United States and Taiwan. The launch of a 2.5% Heineken Light, however, is a world first for the brewer. Developed specially for New Zealand consumers, it meets the country’s legislative requirements for Light beer products to have alcohol content of 2.5% or below.

Heineken Light is the single biggest product launch for the brand since entering the New Zealand market in 1994, and will be available across the country from September 3rd 2015.

For more information on Heineken visit:

Heineken Light 2-inpost

Category: Campaigns, New Zealand

Saatchi & Saatchi Wellington Appoints Chris Childerhouse in the Role of Creative Director

Monday, August 24th, 2015

Chris Childerhouse

Saatchi & Saatchi New Zealand has appointed Chris Childerhouse as creative director, based in Saatchi & Saatchi Wellington.

His appointment comes off the back of a series of new client projects with Local Government New Zealand and the Ministry of Justice in the Wellington office. More creative hires are to follow once Childerhouse is in place.

Says Corey Chalmers, joint ECD of Saatchi & Saatchi New Zealand: “Gus and I have known Chris for a number of years as a mate and a workmate. He’s proudly Wellingtonian, a clever writer and we’re stoked to have him partner Wendy Schrijvers and the team in our shiny new Wellington office. He’s fresh off scoring a few D&AD pencils this year too, so he’s hungrier than ever for great work. He’s a great, mature and passionate addition to our growing team.”

Childerhouse joins Saatchi & Saatchi from Ogilvy Wellington after 20+ years in advertising in New Zealand and the UK. Earlier this year, he won yellow and graphite pencils.

Read the full article at Campaign Brief

Category: New Hires, New Zealand

‘Child Labor Free’ working with Saatchi & Saatchi New Zealand

Monday, June 15th, 2015


Saatchi & Saatchi New Zealand has been working with ‘Child Labor Free’ (CLF) since August last year, providing business consultancy, branding and communications strategy. CLF, a new social enterprise, is establishing the world’s first global accreditation system that launched in Auckland yesterday to allow companies across all product categories to have their supply chains independently certified as ‘Child Labor Free’. Qualifying businesses will be able to display a mark of certification, communicating where their brand is on the journey to becoming child labor free. While other marks exist in the world for certain regions or categories – this will be the only global system that will run across all industries.

Michelle Pratt, CEO and Founder of CLF said: “Because no accreditation system for child labor has ever existed before, we needed to find a partner who would support the innovative approach required to help us bring this new concept to life. We decided to work with Saatchi & Saatchi, because they are people who are passionate about creating real social change and showed us they could go beyond traditional ‘advertising’ solutions. As we are creating a global mark, we also needed a partner who could provide knowledge of global markets.”

Nikki Prendergast, Director and Founder of CLF said: “We had a vision and an end game, what we needed help with was the strategic direction to get us there. After meeting with several potential agencies, it was clear that Saatchi & Saatchi was the right partner for us. We’ve been on an incredible journey together so far and we’re looking forward to moving into the next phase later in the year.”

CEO of Saatchi & Saatchi New Zealand, Nicky Bell said: “Nikki and Michelle’s entrepreneurial vision, tenacity and innovative approach to this hugely complex issue is something we greatly admire. As Nikki has said, ‘Once you learn about the extent of this issue, you can’t unlearn it’. We are passionate about helping them drive this kind of change in the world. The work we do with them is a great example of the kind of truly collaborative partnerships this agency thrives on. ”

The agency will continue working closely with CLF in the lead up to consumer facing activity, happening around a partnership between New Zealand Fashion Week and CLF, in August. More information on ‘Child Labor Free’ is available at

Category: New Zealand