ASB - Snap Scholarships

Challenge:

A big bank that has one shot a year to reach young Kiwis finds that they're lacking relevancy. In a cluttered O-Week space where every brand under the Sun is giving away free stuff to students, ASB needed to cut through.
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Approach:

Using the at-the-time brand new platform of Snapchat, we created custom videos and content that used memes, games, and the language of students, to entice them into opening ASB savings accounts. ASB became the first major brand in New Zealand to make use of the platform, at a time when Snapchat had no brand partnership plan whatsoever. In fact, after the campaign, they came to the agency to talk about brand partnership opportunities... but really just wanted to find out how we pulled the campaign off.