ASB and The Monkeys launch ‘Get Your Head In The Game’

With the support of the All Blacks and Black Ferns and New Zealand’s beloved advertising couple Ben and Amy, ASB is calling on Kiwi business owners to get their head in the game this Rugby World Cup.

Created by The Monkeys Aotearoa, part of Accenture Song, a new national campaign highlights ASB’s support of business customers of all sizes. Quality coaching and team development can be out of reach for many businesses, but as part of this campaign, ASB business customers have the chance to win one of five coaching programmes run by All Blacks Performance Labs to help build their own championship team.

The All Blacks Performance Labs team has learnt from some of the world’s most renowned organisations and teams, including the All Blacks and Black Ferns to develop a ground breaking programme that unlocks the DNA of success for businesses around the world.

As well as encouraging ASB business customers to be in it to win it, the ’Get Your Head In The Game’ fully integrated campaign drives awareness of the bank’s sponsorship of the All Blacks. 

The campaign features a new 30” TVC with ASB’s Ben and Amy presenting their business plan to the All Blacks and Black Ferns. It also includes a suite of videos featuring All Blacks and Black Ferns imparting insights and their experiences within a high performing team, and how that can be applied to New Zealand businesses.

Starring All Blacks and Black Ferns superfans Ben and Amy, dynamic digital OOH billboards will feature across the country, changing out in real-time in response to the game results throughout the tournament. Alongside broadcast and OOH, direct, digital and social will also help drive entry into the competition, supported by a website that has more information about the All Blacks Performance Labs partnership. 

The campaign will also run below the line with customer comms, and tools to support ASB’s frontline teams to encourage customers to participate. Internal competitions will run for ASB staff to join the fun, recognising the bank’s most important asset is its own team.

ASB Business Marketing Chapter Lead  Rochelle Walsh says: “Like the All Blacks, New Zealand businesses are facing their own unique challenges and pressures right now and we wanted to use our partnership with the All Blacks in a creative way, to deliver value to our business customers. 

“We know that working together and having the right mindset is key to unlocking the potential in any team – especially in an environment that is changing and often challenging.”

The Monkeys Aotearoa Chief Creative Officer Damon Stapleton adds: “The campaign brings together ASB’s popular couple in Ben and Amy alongside one of NZ’s most iconic teams – the All Blacks. The campaign is a great way to show ASB’s support to New Zealand businesses and the teams that are key to their success.”

To view ASB’s ‘Get Your Head In The Game’ campaign film visit: 

Anton Lienert-Brown Interview:

Campaign Credits

Client: ASB 

Chief Marketing Officer: Helen Fitzsimons

Chapter Lead, Business Marketing: Rochelle Walsh

Head of Brand Experience: Rachel Aikin

Brand Experience Lead: Bianca Osborne

Marketing Manager, Business Marketing: Ben Fong

Marketing Manager, Community Partnerships: Jonathan Rea

Executive Manager, Commercial Partnerships: Mark Graham

Senior Social Media Manager: Jasmine Taggart

Creative Agency: The Monkeys Aotearoa, part of Accenture Song

Chief Creative Officer: Damon Stapleton

Chief Business Officer: Storm Day

Senior Strategist: Craig McLeod

Head of Integrated Production: Rosie Grayson

Senior Integrated Producer: Nikita Kearsley

Integrated Producer: Callum Crab

Group Business Director: Ruth Coulson

Business Manager: Jackson Edgecombe

Creative Director: James Conner

Creative Director: Christie Cooper

Art Director: Susannah O’hUadhaigh

Copywriter: Kat Menary

Copywriter: Arron Sharma

Design Lead: Lorenz Perry

Senior Finished Artist: Lisa Stowers

Studio Designer: Vivian Heng

Production Company: Reel Factory

Executive Producer: Dan Watkins

Director: Andy Morton

Producer: Pippa Keiller

Composition and audio: Franklin Road Music & Sound

Photographer: Sacha Stejko 

Retoucher: Tammy White

Stills Producer: Michele Richards-Berry (IDC)

Media agencies: dentsu, Acquire, Search Republic

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