Animating on a tight turnaround is common in short-form commercial projects, but imagine having to pull everything together in a mere matter of hours instead of weeks or months? That’s exactly what design and animation company Assembly Ltd. did with a unique piece of marketing for ASB Bank in New Zealand. Using NUKE and HIERO, the Auckland-based studio skillfully overcame the technical challenges of animating on-the-fly under a real pressure-cooker of a deadline.
Blending marketing, animation, and social media, ASB Bank’s inventive “Like Loan” campaign -- created by Saatchi & Saatchi Auckland -- proved an ambitious project requiring spot-on timing and precision. It centered around a competition over Facebook that allowed users to log a page “Like” to collectively lower a home loan interest rate and become eligible to win that rate for a period of one year.
The competition ran during prime time from 6pm to 10pm with the TV commercial running nine times over the duration, each time showing the live results of the interest rate. The updates, generated from data pulled from the bank’s Facebook page, were then streamed to TVNZ’s Master Control using The Foundry’s HIERO.