Reward programs are ubiquitous in New Zealand, existing from airlines to coffee shops, individual brands like Farmers Club and multi-brand programs like Flybuys. There's also at least one by every bank in the country.

That's a lot of choice.

True Rewards is ASB's long-standing proprietary loyalty programme. It is old and boring. It had a hard task – compete with two of the biggest loyalty programmes in the country, AirPoints by Air New Zealand and Flybuys by Wesfarmers. Both programmes have serious brand loyalty among the population.

However, the True Rewards proposition is wonderfully simple; spend with your ASB credit card, earn True Rewards Dollars, each of which is worth NZD$1. And, while True Rewards didn’t have the drawcard of air miles, the partners included almost all of New Zealand most familiar stores. There were many opportunities to redeem - we just had to get Kiwis excited about doing it.

Accompanied by her trusty AI chatbot, Kiri, The True Rewarden showed shoppers the ease of redeeming in New Zealand’s stores. Kiwis couldn’t hide. She was on every social channel, billboard, bus, and tracking them down all over the internet. We also launched an acquisition that retargeted any non-member who’d shown interest in the initial campaign. This was a truly integrated integrated campaign, covering all social platforms, TV, outdoor and radio. Every single execution encouraged Kiwis to get engaged and sign up for True Rewards.