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.