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Ambulance Lego 1420_680

ASB 'LITTLE AMBULANCE'

A FUNDRAISING CAMPAIGN FOR ST JOHN (NZ)
novabrix-black-logo
CLIENT

ASB New Zealand
PROJECT

Develop a product to assist ASB in raising funds for their charity partner, Hato Hone St John New Zealand.
WHAT WE DID

We designed and produced the Little Ambulance NovaBrix set

THE OPPORTUNITY

Since 2008, ASB has been a principal sponsor of Hato Hone St John New Zealand, a not-for-profit organisation which provides the ambulance services throughout NZ. Being a charitable foundation, fundraising is ‘always-on’ for St John. Unfortunately, however, this isn’t an easy task with donor fatigue a persistent challenge.  

As an existing business partner for their promotional merchandise, ASB issued a challenge to us. Find an innovative way to mobilise their large customer base to donate to St John while still maintaining a strong sense of brand ownership

INSIGHTS AND DATA

Novelli reviewed their portfolio of promotional options to consider how to engage ASB customers to support St John while ensuring that the branding and commercial needs of ASB continue to be met. ​

We pinpointed two powerful insights to help us:​

  • Young children love the emergency services.
  • The St John Ambulance is an instantly recognisable icon of the community.

Soon ideas were flowing, and the concept of the Little ASB Ambulance was born.

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OUR SOLUTION

Novelli designed and produced a build-your-own brick version of the St John's ambulance using Novelli's own NovaBrix brand. Kids, young and old, were able to engage in building and playing with their own Little ASB Ambulance. 

Novelli managed the following stages:

  • Design of the building block ambulance
  •  Creation of the step-by-step instruction manual for assembly
  • Testing of the product
  • Production of the sets and packaging
  • Distribution of the packs nationwide within ASB’s branch network

 
The mechanic was simple, ASB would retail the toys, with a significant charitable margin through their branch network. 

RESULTS

With a high perceived value for building block toys, it is no surprise the Ambulances were an outstanding success for ASB and St John with 25,000 units ordered sold out within a month. ​

Given the overwhelming popularity, the sets were reordered the following year and proved to be equally as successful.

In year three, to refresh the campaign, the St John Ambulance was expanded to include a station and sold at a slightly higher price point.​

These three years of activation enabled St John to put a number of fully equipped ambulances on the road which had a profound effect on the local communities who received them. ​

For ASB, not only were they able to achieve a cost-neutral activation that literally saved lives, but they were also able to accomplish the seemingly impossible. While the banking industry was seeing waning customer engagement driven by the rise of online services, ASB were actually increasing branch foot traffic. And, driving acquisition in a sought-after customer segment, young savers, many of whom will now be ASB customers for life.

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ASB & HATO HONE ST JOHN NEW ZEALAND

Hato Hone St John New Zealand is a charitable organisation providing healthcare services to the New Zealand public. The organisation provides ambulance services throughout New Zealand (apart from the Greater Wellington Region and Wairarapa), as well as certain other health services.  

With only partial government funding, St John are always looking to their supporters and sponsors for support.  ​

​Since 2008, ASB have been a principal sponsor of St John. ASB and St John have been working successfully in partnership to build safe caring communities. 

 

* Images above are for creative illustration purposes only.  Pieces may vary from actual product.​

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