ASB set a huge growth goal for Tertiary accounts. They needed to do something different in the youth space after struggling to get new accounts over the previous few years despite overhauling the student package and launching a partnership with McDonald’s.
First, they needed to understand what makes young people tick, so they talked to students and discovered that banking wasn’t interesting to them, they ignored traditional advertising and all used Snapchat daily.
ASB Snap Scholarships used Snapchat to engage and connect with a hard to reach audience, making banking relevant and giving ASB a way to show what they could offer – a better banking package than any other on the market.
The campaign delivered great results – smashing targets of new to bank customers and increasing brand love amongst its target market.