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.
Clio Key Art
Photo Highlights from 2016 Clio Key Art AwardsRead More
4 Ways the Creative World Is Getting Civic-Minded this Election SeasonRead More
Los Angeles Kings on Harnessing Fandom to Grow the Game of HockeyRead More
From the Convent to Creativity: Merlee Cruz-Jayme on Imagination in AdvertisingRead More