The new service, launched to the New Zealand public on 23 March - see asb.co.nz/personalise-my-card - has immediately proved popular, with large numbers of applicants opting to personalise their cards.

ASB is currently promoting the new card design service across multiple channels. The response so far has clearly confirmed market interest.

Cardholders can either customise their cards with images and photos of their own, vetted by Serverside's in-house image checking facility, or can choose one from the image library provided. Galleries include 'Kiwiana', 'Cities', 'Lifestyle', 'Fun' and 'Sport'.

To date, around 60% of applicants have opted to use a personal image or photo, with family members, pets and favourite places proving the most popular designs. The rest have gone for the stock images provided by ASB. Each personalised card costs NZ $10.

Customised cards are a powerful way to acquire new cardholders and keep existing ones through the loyalty and brand connection they generate.

Rob Campbell, Head of Cards, ASB, commented: "We are delighted with the initial demand for our new card design service, which has already exceeded expectations. What has struck us is that the service has been as popular with older applicants as younger ones - people of all ages want to personalise their plastic, not just those in their teens. It has very strong appeal."

James Barclay, Vice President (Asia/Pac), Serverside Group, added: "It's fantastic that the new card design service has got off to a good start and we expect the numbers to improve as the marketing campaign kicks off in earnest. The results also confirm that personalised cards are as popular with older cardholders as they are with younger cardholders. At a time when issuers need to appeal to as many age groups as possible, card customisation programs represent a useful catch-all campaign."