ASB Bank Ltd - One Step Ahead

Having developed New Zealand’s first on-line-real-time banking system in 1969, some thirty years later ASB saw the opportunity to create service differentiation, communicating ‘progressiveness’, in a market with switch rates of only 4%.

One Step Ahead

Agency: Whybin TBWA Advertiser: ASB Bank Awards: Sustained Success (Bronze)

Initial Marketing Challenge & Campaign Strategy 

Since the late 1960's ASB Bank has adopted a brand differentiation position based on technology leadership and customer service.

ASB Bank's technology leadership has been clearly defined with its origins in the development of New Zealand 's first on-line-real-time banking system in 1969. Since that time, ASB Bank has pioneered technology development and has a proud history of 'first to market' in all New Zealand 's customer facing banking technologies.

However, the most...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands