ASB’s Kashin returns to help Kiwi kids become financially confident

ASB has launched a youth financial literacy campaign to celebrate its 150 year anniversary and its commitment to helping Kiwi kids become more confident with money.

It started with opening a penny bank in the late 1800s to then leading the charge with the award-winning GetWise school’s programme.

Now, the bank is reconnecting with one of its icons, Kashin the elephant moneybox, to inspire a new generation of Kiwi kids to get financially confident.

The return of Kashin

Kashin makes her return in the campaign, created by Droga5 ANZ, part of Accenture Song, with the objective of arming kids with financial know-how.

The initiative, which runs nationwide across multiple platforms, unfolded in three phases.

In September, ASB brand characters Ben and Amy celebrated “Helping kids get one step ahead for 150 years”.

In October, Kashin took over and was reintroduced as a symbol of money confidence who helps kids understand why learning money skills matters.

In November, the focus shifts to encouraging young Kiwi to open a headstart account and receive a limited-edition commemorative Kashin moneybox.

Multi-channel presence

The campaign spans TV, cinema, outdoor, digital, radio, social and in-branch experiences. Highlights include a bespoke cinema animation where Kashin floats out of the ad and turns off the cinema lights; a full 3D installation takeover on Auckland’s Karangahape Road celebrating ASB’s 150 years; double-decker bus wraps across Auckland, Wellington and Christchurch; and an animated TVC featuring Kashin and the limited-edition moneybox.

The campaign is supported by internal communications, along with media partnerships led by Initiative Aotearoa including Seven Sharp, TV1 and TV2 bespoke idents, and The Hits radio promotions.

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