RECYCLED POSTERS by Saatchi & Saatchi New Zealand for Westpac

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RECYCLED POSTERS

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market New Zealand
Agency Saatchi & Saatchi New Zealand
Executive Creative Director Mike O`sullivan
Creative Director Matt Shirtcliffe
Art Director Arnya Karaitiana
Copywriter Louise Studholme
Released August 2009

Awards

Caples Awards 2009
Direct Mail & Print Direct mail, flat (1 to 500 pieces) Silver

Credits & Description

Category: Flat Mailing
Advertiser: WESTPAC NEW ZEALAND
Product/Service: BANK CSR
Agency: SAATCHI & SAATCHI
Date of First Appearance: Aug 7 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI, Auckland, NEW ZEALAND
Executive Creative Director: Mike O'Sullivan (Saatchi & Saatchi)
Creative Director: Matt Shirtcliffe (Saatchi & Saatchi DGS)
Deputy Creative Director: Tim Huse (Saatchi & Saatchi)
Senior Art Director: Jeff Harris (Saatchi & Saatchi DGS)
Art Director: Arnya Karaitiana (Saatchi & Saatchi DGS)
Copywriter: Louise Studholme (Saatchi & Saatchi DGS)
Mac Artist: Mattias Somers (Saatchi & Saatchi DGS)
Group Account Director: Ian Howarth (Saatchi & Saatchi DGS)
Group Account Director: Jo McDonald (Saatchi & Saatchi)
Head of Retail Banking: Ian Moody (Westpac New Zealand Limited)
Senior Brand Manager: Liz Byers (Westpac New Zealand Limited)
Head of Corporate Responsibility: Suzie Marsden (Westpac New Zealand Limited)
Group Head of Production: Jo Marsh (Westpac New Zealand Limited)
Media placement: Direct Mail - Mailed - 07 August 2009

Describe the brief/objective of the direct campaign.
The objective of this campaign was to convince Westpac Bank’s Branch Managers to buy into the bank’s commitment to sustainability, and champion sustainability amongst their staff. To help do that, the bank wanted to send the Branch Managers sustainability reminder stickers. But how do you get the message of sustainability across in a physical mailing? Our strategy was to use Direct Mail to demonstrate the Bank was serious about sustainability, in a way that was personally relevant to each branch manager.

Explain why the creative execution was relevant to the product or service.
The execution was relevant to the Bank’s sustainability campaign, because rather than just talking about it, the Bank was actually demonstrating it. It was the first time any bank posters in the country had been used in this way, turning a problem into a solution. The campaign was highly relevant to each Branch Manager, who instantly recognised the envelope as a piece of recycled poster from the branch. And it was highly appropriate for the brand, which was positioned as a leader in sustainability.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our insight was that each Branch Manager saw the Bank use tonnes of paper to produce point of sale posters. So our idea was to recycle the posters by turning them into special-make envelopes, which were then mailed back to the Branch Mangers. Each envelope was unique, and easily recognisable to the Branch Manager. To reduce paper use even further, we printed the letter on the back of the sticker sheet, which was also recyclable. So the entire mailing was a genuine act of sustainability.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
300+ Branch Managers around the country received the mailing. Within days, many of them contributed highly favourable feedback, showing they had gone from cynics to advocates of the programme. The stickers were distributed throughout branches, engaging the wider audience of staff in each branch. Many staff then volunteered as sustainability leaders in branches. Westpac is now ranked number one bank for sustainability, and has exceeded its sustainability goals. The Bank’s internal sustainability campaign has been so successful it has been rolled out in Australia, while the Bank here is now looking at using recycled posters for consumer mailings as well.