ASB Bank: ASB Like Loan
Murray Streets and Fee McLeod
Campaign details
Brand owner: ASB Bank LtdAgency: Saatchi & Saatchi New Zealand, Carat, Catch Media and GladeyeBrand: ASB BankCountry: New Zealand
Executive summary
This case study shows how, faced with a competitive home lending environment and little to differentiate the New Zealand banking sector, ASB Bank Ltd introduced the 'Like Loan'; the world's first home loan rate powered by 'likes.' The more likes the rate received through the Facebook app, the lower it went for one winner every Wednesday for four weeks. The...