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Bootscraper

Published/Aired: 
July 2006
5014
Description: 

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.

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

Comments (13)

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Highest Rated

drizae's picture
drizae
Activity Score 503

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

Fail Harder.

ALAA's picture
ALAA
Activity Score 441

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

whitespace's picture
whitespace
Activity Score 1953

"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. :)

ALAA's picture
ALAA
Activity Score 441

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. :)

bdragule's picture
bdragule
Activity Score 24

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
Activity Score 1953

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
Activity Score 6

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
Activity Score 1031

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
Activity Score 434

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
Activity Score 441

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

ivan's picture
ivan

Indeed.

drizae's picture
drizae
Activity Score 503

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

Fail Harder.

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