In October 2016, New Zealand’s (and possibly the world’s) first cashless moneybox arrived into the country. Having been officially launched to media a year earlier, Clever Kash’s arrival was much anticipated by the 48,000 Kiwis who had registered interest in receiving one.
ASB challenged Anthem to develop a media relations programme to gain coverage of Clever Kash’s arrival in key national media for a second year running.
With the assistance of families who had taken part in a trial of Clever Kash in the months preceding his arrival, Anthem managed to secure a Breakfast television interview and a NZ Herald story and photo on the day of his arrival. This coverage was accompanied by mentions on RadioLive and broader coverage in several online news sites including the Chinese Herald.
We also worked with technology and finance media distributing Clever Kash devices to those with children aged between 4 and 12 years old to review. Coverage generated included tweets, Facebook posts and mentions on RadioLive Sunday Social blog.