The Like Loan campaign is a simple concept where each 'like' on facebook lowers a home loan rate that can be won by three lucky winners. As the key part of tis campaign, we created a TVC that generates a 'live' rate that seamlessly integrates into pre-rendered animation and was then broadcast live between 6pm and 10pm on national television, to track the dropping rate in real time.

From just 7 draws, Like Loan attracted 30,618 unique entries, 26,382 who have opted to give us their contact details. A staggering 86% hit rate. So far, this has generated over NZ$167 million in new lending and revenue of more than NZ$9.9 million net profit through interest gained on loans. Our social reach covered the entire population, twice over.

ASB’s Facebook fan base increased by 46%. One lucky winner took home the country’s lowest-ever home loan rate!

But most importantly, ASB achieved a world-first in the financial services industry: proving that a bank can monetise social media marketing activity.

In 2013, the New Zealand housing market was taking off with prices rising dramatically. With every bank offering “the usual” sales incentives – tablets, smartphones and cash – ASB were struggling to differentiate itself and at risk of losing share of new mortgages.

But with the largest bank following in social media, particularly Facebook, there was an opportunity to harness social advocacy for ASB’s home lending.

Objective: Activate ASB’s social community and deliver qualified leads for conversion.

Audience: First and second home buyers shopping around for loans from major banks.

Insight: Our audience are strongly influenced by friends, family and their social networks. Avid Facebook users and “dual-screeners” (engage with multiple channels simultaneously, i.e. TV and mobile). Owning their own home is their dream, the New Zealand dream.