Research identified that relationships were key, along with a real hands-on knowledge of farming. ASB already had a great reputation for this: when floods hit the North Island, ASB bank managers waded in to rescue livestock and salvage property. So people knew they were prepared to get their hands (and their feet) dirty to help farmers. To get a foot in the door with new prospects, we mailed a cast-iron bootscraper, with the promise that an ASB bank manager would walk the length of their farm to find about their business, before stepping inside (with clean feet!) to chat.
Agency: TEQUILA\Auckland, Australia.