ASB - SNAP SCHOLARSHIPS

ASB Bank needed to sign students up to their tertiary accounts, but the target market respond poorly to traditional media channels and if the messaging wasn’t entertaining, fast or relevant enough, they are quick to ignore it.

We decided to move our entire campaign to Snapchat and create a scholarship programme that rewarded students for being students. By following ASB on Snapchat students received snappy, unexpected weekly challenges on their mobiles, which led to cool “scholarships” such as Playstations and festival tickets. The challenges could be anything from asking students to identify a Mer-man, do the moonwalk and even make their way to the bank and try to break into a real safe.

The cheeky approach quickly resulted in a huge following and earned heaps of media. Through Snapchat, ASB broke a new record in account sign-ups, created 15,000+ nebw followers and even received a dick pic – a first for the bank and hopefully the last. This campaign is ASB Bank’s most effective to date, winning them Gold/Client of the year at the NZ Effies and Grand Prix at NZDM.

LAUNCH PRE-ROLLS

SNAP EXAMPLES

OOH
We turned street posters into Snap Scholarship challenges too. Games of join-the-dots, hangman and colouring in competitions were a great way to grow our following by asking people to take a photo and send their answer's back via Snapchat.