ASB Bank wanted New Zealand farmers to switch their finances to ASB. The problem was, these farmers were entrenched in long-term relationships with a competitor bank, and were reluctant to talk, let alone switch.

Despite having previously shown no or little interest in the advances of ASB Bank, an astonishing 80% now invited a rural manager into their home for a cuppa and a chat. Of those, almost 20% went on to switch to ASB resulting in well over $150 million in new lending.

Research identified that, along with interest rates, what they valued most from a bank was a good relationship. So we focused on getting that relationship started, using the insight that for farmers, the kitchen table became their boardroom table when it came to talking business. But to really make them listen, for a limited time, ASB gave their Rural Managers permission to cut special deals with each farmer. So when they sat down to for a 'social cuppa and a serious chat' the farmers were able to get the deal they wanted.

For the rural market it's all about the relationship. Empowering the rural managers to cut a special deal (and letting the farmers know about it) was far more effective than advertising special rates. Our mail pack was simply an icebreaker for the promotion. By avoiding any specific talk of interest rates, we gave each farmer the impression that they'd negotiated a special 'mate's rate' that no-one else would have.