18-24 year olds want to be good with money. But schools don’t teach it, families don’t discuss it, and banks…well, talk like banks. This was an opportunity to completely change how ASB connects with a generation who are less interested in what banks have to say. A new look and feel, tone of voice, and evolution of ASB’s brand positioning for a younger generation, transformed how the bank showed up in market, helping young people level up their money game and live the life they want.

A nationwide outdoor campaign launched the new design. Social videos celebrated what levelling up means (conveniently set to track that mentions Level Up 80 times). And a podcast, ‘Level Up: A Masterclass For Your Money Game’ tackled everything from banxiety to getting boujee on a budget.