Simple ideas are often the best

I am always pleasantly surprised by how often it is the simplicity of an idea that makes it a huge success.

Over the New Zealand summer, one of ASB’s key sponsorships is the ASB Classic women’s tennis tournament. This year we worked with our agency partners on taking a different approach to our sponsorship - and boy were we delighted with the response! Matching tennis royalty Venus Williams and Svetlana Kuznetsova with the cutest dog ball boys we could find proved to be a winning combination. Tennis fans from around the globe have been charmed by Super Teddy and his canine friends fetching tennis balls from courtside, and in just a few days we’ve received an astonishing number of social media shares and comments including over 2 million YouTube views of our lovable video. That's equivalent to almost one in every two Kiwis watching the clip!

To me, this is a clear example of how brands can couple a corporate sponsorship with brand objectives and create engaging content that has a global appeal. But why don’t you decide for yourself?