ASB Bank: ASB Like Loan

Murray Streets and Fee McLeod

Campaign details

Brand owner: ASB Bank Ltd
Agency: Saatchi & Saatchi New Zealand, Carat, Catch Media and Gladeye
Brand: ASB Bank
Country: 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 goal was to activate ASB's social media following to advocate for ASB, differentiate ASB from the competition, and drive an uptake in home lending. The campaign ran for over four weeks and produced home loan rates as low as 1.15% for our winners.