ASB wanted to know what makes New Zealanders ambitious and how they would define ambition in a uniquely Kiwi way. Anthem supported the launch of their business brand campaign by managing a survey of 450 businesses. Instead of the old standard of achievement, the “boat, bach and a BMW” mentality, fully 73% of respondents said they wouldn’t be happy to settle for just the toys – they want more. A quarter want to build global businesses and 22% are considering capital raising through IPO.
All our major media targets were achieved, with great coverage across the business media. Michael Wilson interviewed ASB's Executive General Manager, Steve Jurkovich on TV3’s Firstline, we got an opinion piece on ambition in the New Zealand Herald business section, and both NZ Business and Idealog covered the campaign. Online media also carried the story with Interest.co.nz running a lengthy interview on the subject of ambition. We wrote a blog for the ASB website which received 583 views with an average time of 4.25mins spent reading it and it was shared 343 times through LinkedIn.
“The team at Anthem have been fantastic. From a short briefing they immediately understood the requirements and achieved media interest above our expectations.” Ian Howarth, former ASB Head of Business Marketing”.