During the cost-of-living crisis, personal financial security was the top concern among New Zealanders. ASB wanted to tell New Zealanders about the things they can do to help Kiwis get one step ahead financially.

The Small Steps platform was created to demonstrate how ASB delivers value to their customers everyday.

A year long campaign plan was created with an initial launch period consisting of OOH, Radio, Display, Social and a TVC. With subsequent bursts throughout the year. Each burst was designed with three layers, intended to deliver emotional connection and rational benefits to drive perception of value for money and meeting New Zealanders needs.