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...