ASB Bank wanted to be the number one provider for Tertiary banking in New Zealand. They wanted to target as many potential tertiary students as possible and get them to open a new ASB Tertiary Account. A target of 65,000 accounts was set.

In order to get students to open up an ASB Tertiary Account we thought we’d scrap the usual promo-gift ideas, like backpacks and mp3 players, and cut straight to the chase and bribe them with $40 to join ASB. We decided that honesty was the best policy when talking to students. After all, we’re a bank and banks aren’t exactly cool so let’s just tell it like it is. We used a very direct tone of voice across a myriad of different media channels to target potential Tertiary Students.

We all know that students need money. And thanks to this campaign ASB Bank are now giving away plenty! Even with fewer students enrolling in tertiary institutes ASB have not only achieved all their targets, they are now the number one bank for tertiary students in New Zealand.