ASB cracks down on frauds and scams in new campaign by The Monkeys

Major bank ASB have launched their new campaign that is cracking down on the ongoing and multi-layered frauds and scams plaguing New Zealand.

Helping to keep Kiwis informed and vigilant, the campaign is serving as a first line of defence against scams.

“Online fraud and scams are a rapidly growing problem here and around the world, carried out by very sophisticated criminals and criminal organisations. Scams are constantly evolving and are increasingly complex so it’s important New Zealanders’ knowledge of scams continues to evolve too,” says ASB Chief Marketing Officer, Helen Fitzsimons.

“This campaign aims to reach as many New Zealanders as possible, wherever they consume their media, whether that is a phone screen, the six o-clock news or a newspaper, Instagram or TikTok, or during their morning commute.”

The campaign includes a TV ad featuring much-loved ASB characters Ben and Amy, with some common scam red flags and a reminder about sharing personal information. Attention grabbing content will also show up on billboards, digital and will feature in an extensive social media campaign, which includes alerts about current wide-spread scams. It is intended to help people stop and think and be extra vigilant in their daily lives. 

As the campaign rolls out, news content across online, the New Zealand Herald, TVNZ Breakfast, and regular updates from ASB fraud experts during 1News at Six will help to build more in-depth knowledge of fraud and scams, as well as spotlighting significant scams as they happen.

ASB is working closely with other banks, Police and other affected industries such as telecommunications companies on a range of significant fraud fighting initiatives. 

Campaign Credits:

Client: ASB 

Chief Marketing Officer: Helen Fitzsimons

Head of Brand Experience: Rachel Aikin

Chapter Lead Personal Marketing: Morgan Lee 

Brand Experience Lead: Bianca Osborne

Brand Manager: Rosi Carter

Direct Campaign Manager: Divya Patel

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

Head of Strategy: Hugh Munro

Senior Strategist: Craig McLeod

Head of Integrated Production: Rosie Grayson

Integrated Producer: Callum Crab

Group Business Director: Ruth Coulson

Business Manager: Jackson Edgecombe

Creative Director: James Conner

Creative Director: Christie Cooper

Senior Art Director: Liz Richards

Senior Copywriter: Nick Dellabarca

Art Director: Susannah O’hUadhaigh

Copywriter: Kat Menary

Copywriter: Arron Sharma

Senior Designer: Amy Cole

Senior Finished Artist: Lisa Stowers

Studio Designer: Vivian Heng

Production Company: FINCH

Executive Producers: Bex Kelly, Corey Esse

Director: Alex Roberts

Producer: Nikki Walker

DP: Marty Williams

Production Design: Jon Lithgow

Editor: Julian Currin

Audio: Franklin Road Music & Sound

Online: Creature Post

Colourist: Pete Ritchie

Photographer: Reagen Butler

Retoucher: Sixty-Four

Stills Producer: Collective Force

Media Agency: Initiative Aotearoa

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