ASB Bank: Bootscraper

ASB Bank wanted New Zealand farmers to switch banks. Problem: farmers were in long-term banking relationships, and reluctant to talk.

Research identified that relationships, and hands-on faming knowledge, were key. To get a foot in the door, farmers were sent a cast-iron bootscraper, promising that ASB bank managers would walk the length of their farm to find out about their business, before stepping inside (with clean feet!) to chat.

Agency: Tequila, Auckland, New Zealand
Creative Director: Wayne Pick
Copywriter: Abo Abramowitz
Art Director: Wayne Pick

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13 comments

ALAA's picture
ALAA
439 pencils

(so you'll need this when we step inside.) WHAT IS THIS ?????

whitespace's picture
whitespace
1953 pencils

"To get a foot in the door, farmers were sent a cast-iron bootscraper, promising that ASB bank managers would walk the length of their farm to find out about their business, before stepping inside (with clean feet!) to chat."

ivan's picture
ivan

It scrapes off the mud from your shoes. It is installed in front of your door. Clearly you haven't been to a farm yet. :)

Ivan Raszl, admin of AotW

ALAA's picture
ALAA
439 pencils

Never... In Dubai we have only deserts but amassing ones, you should visit it once.

ivan's picture
ivan

I have, it's great! No mud for sure. :)

Ivan Raszl, admin of AotW

bdragule's picture
bdragule
24 pencils

Who's supposed to use the bootscraper?? The agent who is promising to walk the farm, or the farmer? Not a clear message. Also seems really expensive to create and ship these out, just to secure one customer.

whitespace's picture
whitespace
1953 pencils

Bootscraper $30 x 100pcs = $3000 spent
Assuming low, 1% response rate = 1 customer
Bank charges 5~10% annual accrued interest on $100,000 loan.

tada~

m2e's picture
m2e
6 pencils

I thought the ad was pretty clear after reading Ivan's summary at the top, so i guess it'd be even clearer to the farmers. Good job i say.

mikelite's picture
mikelite
1031 pencils

it feels a little flat if you ask me. Okay, we're gonna take a long walk and then we'll need to clean our shoes off before we go inside. Great.

MADE in the USA's picture
MADE in the USA
434 pencils

It demonstrates a willingness to “go the extra mile”. Hoping to incorporate integrity.
A nice way to “get your foot in the door”.
\ ; )

ALAA's picture
ALAA
439 pencils

For m2e it's not an ad it's DM.

ivan's picture
ivan

Indeed.

Ivan Raszl, admin of AotW

drizae's picture
drizae
502 pencils

It's great, really speaks to the target audience. Nice rural DM.

Fail Harder.

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