ASB Launches ‘Level Up’ With The Monkeys Aotearoa

Wednesday, 6 July 2022, 10:43 am
Press Release: ASB Bank

When it comes to money, young people want life hacks, not lectures. In its latest campaign ASB is helping 18 to 24-year-olds better navigate a world of financial possibilities they can take advantage of.

Created by The Monkeys Aotearoa, part of Accenture Song, the national campaign ‘Level Up’ will help guide young people on their exciting and often unpredictable life journey.

The Monkeys Chief Creative Officer, Damon Stapleton, says: “Levelling up your money game helps you live life one step ahead. We know people want to live their own version of a fulfilled life but we know that the bankxiety is real. Schools don’t teach it. You don’t talk about it at home. Sure, there’s heaps of information out there, but where do you even start?

“We wanted to make the confusing stuff a bit easier so these guys can get the everyday stuff sorted, and think about the big picture, whether that’s five years from now or just tomorrow night.”

Directed by Thunderlips via Thick as Thieves, campaign launch videos take a humorous look at what levelling up means to a wide range of young Kiwis, in relevant scenarios from flatting to festivals – a celebration of a levelled up life.

The campaign will launch on Instagram and TikTok and also includes OOH. It will be supported by a suite of elements including ASB’s Level Up podcast series: A Masterclass for your Money, and ‘always on’ everyday tips and tricks to support this audience.

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ASB GM Brand & Marketing (Acting) Sumi King says: “At the heart of this work is young Kiwis. We want to support them on their life journey through all the milestones and challenges, starting with getting a car, studying or flatting, and continuing to help them live life one step ahead.”

“We had to completely rethink how we show up in market given 18 to 24 year olds are largely disengaged with banks.

“We needed to strike a balance with the content we created – it had to feel natural to the platforms it was executed in but creatively disruptive enough to command attention. It’s an exciting opportunity to change up how the bank connects at every touchpoint, fuelled by an ongoing commitment to test and learn.”

To view ASB’s ‘Level Up’ launch visit:

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Campaign Credits:

Client: ASB

Chief Transformation Officer: Lohit Kalburgi

GM Brand & Marketing (Acting): Sumi King

Head of Consumer Marketing: Vanessa Morris

Everyday Banking – Marketing Manager: Ashleigh Smith

Everyday Banking – Marketing Manager: Allie Buczkowski

Brand Lead: Elle Lee

Creative Agency: The Monkeys, Aotearoa part of Accenture Song

Chief Creative Officer: Damon Stapleton

Senior Creatives: Liz Richards & Nick Dellabarca

Agency Partners – dentsu, Acquire & Search Republic

Director: THUNDERLIPS

Executive Producer: Nik Beachman

Producer: Anna Stuart

DOP: Eoin O’Liddigh

Production Designer: Catherine Ellis

Stylist: Amira El’Orfi

Editor: Luka Turjak

Colourist: David McLaren

Post House: Perceptual Engineering

Audio: Liquid Studios

Sound design & mix: Andy Morton

Audio Producer: Shirleyanne McDonald Shaw

Music licensing: Jonathan Mihaljevich: Franklin Rd.

About The Monkeys Aotearoa

The Monkeys, part of Accenture Song, create provocative ideas that live within advertising, entertainment and technology. They’ve been called an ad agency, a collective, a branded content company, the business model of the future and a bunch of bloody dreamers. Truth is, they’re a bit of each.

ASB Bank

Helping you get one step ahead.

In 1847, ASB opened as the Auckland Savings Bank with the pledge: 'to serve the community; to grow and to help Kiwis grow'. And that is very much what ASB is about today.

ASB is a leading provider of integrated financial services in New Zealand including retail, business and rural banking, funds management and insurance.

ASB strives to consistently provide its customers with outstanding service and innovative financial solutions. They're dedicated to providing simple financial products that allow their customers to bank with them how and when they want.

We all have our own ways to measure progress, and our own stories about the things that matter to us. Whatever way you choose to measure progress, and whatever your goals, ASB is there to help you get one step ahead.