Spending is considered more fun than saving, but during a cost of living crisis ASB wanted to raise awareness of their savings tools to encourage their customers to delay the instant gratification of a small spend and save for a big spend.

The Ways to Save campaign aimed to highlight ASB’s Goal Planner tool and personalistion of account names and images which help keep customers motivated to reach their savings goals. Through testing and customer goal data ASB identified the most common savings goals their customers had, then utilised them in campaign creative to resonate with customers and ensuring ASB is top of mind when they were thinking of saving.