Westpac Promo, Case study IMPULSE SAVER by Colenso BBDO Auckland

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IMPULSE SAVER

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market New Zealand
Agency Colenso BBDO Auckland
Executive Creative Director Nick Worthington
Art Director Sarah Frizzell
Copywriter Tom Paine
Designer Kate Slavin
Digital Creative Director Terry Williams-Willcock
Released September 2012

Awards

Caples Awards 2011
Campaigns Integrated campaign Silver
Campaigns Launch campaign Silver
Other Media Mobile app Silver
Technique Creative use of technology Finalist

Credits & Description

Category: Financial Services, incl. Investor Relations and Corporate Finance
Advertiser: WESTPAC
Product/Service: BANK
Executive Creative Director: Nick Worthington (Colenso BBDO)
Creative & Planner: James Hurman (Colenso BBDO)
Head of Digital Innovation: Adam Good (Colenso BBDO)
Digital Creative Director: Terry Williams-Willcock (Colenso BBDO)
Senior Digital Art Director: Pablo Dunovits (Colenso BBDO)
Art Director: Sarah Frizzell (Colenso BBDO)
Copywriter: Tom Paine (Colenso BBDO)
Creative Technologist: Matt Tizard (Colenso BBDO)
Digital Developer: David Wilcox (Colenso BBDO)
Group Account Director: Lou Kuegler (Colenso BBDO)
Account Director: Rebecca Richardson (Colenso BBDO)
Account Director: Marcelle Baker (Colenso BBDO)
Account Manager: Krystel Houghton (Colenso BBDO)
Agency Producer: Paul Courtney (Colenso BBDO)
Agency Producer: Sheridan Derby (Colenso BBDO)
Agency Producer: Rob Linkhorn (Colenso BBDO)
Digital Producer: Oli Moorman (Colenso BBDO)
Digital Producer: James McMullan (Colenso BBDO)
Designer: Kate Slavin (Colenso BBDO)
Idea Inspiration: Rory Sutherland (Ogilvy UK Vice-Chairman)
Media placement: Outdoor/AdShels - Nationally - 26/02/2011
Media placement: Online Banners - Trademe.co.nz, NZHerald.co.nz, Yahoo!Xtra, Stuff.co.nz, Westpac.co.nz - 26/02/2011
Media placement: iPhone Application - iPhone - 26/02/2011
Summary of the Campaign
New Zealand has a problem. We spend too much and save too little.
The Government, media and even international credit rating agencies are talking about it.
We tapped into one of the biggest conversations in New Zealand. And provided a solution.
What if we could save as impulsively as we spend?
Imagine a red button, and every time you press it you save. Now imagine that button in your pocket. Westpac’s Impulse Saver iPhone App is the world’s first impulse saving product from a bank.
The idea created an enormous media conversation, positioning Westpac as the bank that was actually doing something to help their customers make better use of their money.
"This new product encouraging New Zealanders to save will do more to improve our brand reputation than traditional paid-advertising." - Westpac CEO George Frazis.
Westpac Impulse Saver. Helping New Zealanders save as impulsively as they spend.
The Situation
Westpac’s purpose is 'to help New Zealanders use money to get to where they dream of being'.
We were briefed to deliver on that purpose in a way that was truly surprising for a bank, and to stimulate a huge media and consumer conversation around Westpac.
The Goal
This was a brand brief - the goal was to get New Zealanders to park the negativity and skepticism they feel about all 'big banks' and view Westpac as the bank that was genuinely willing to do things differently to help their customers.
They specifically wanted to own the conversation around banking by doing something surprising enough to get Westpac raved about by the media and consumers.
The Strategy
At the TED conference, Rory Sutherland made the brilliant observation that "marketing has done a very good job of creating opportunities for impulse buying… we’ve never created the opportunity for impulse saving".
Inspired, we commissioned research into New Zealanders’ impulse spending habits. We found that each day, 4.2M Kiwis spend $16.1M on impulsive purchases like drinks and chocolate bars.
And so we believed that if Westpac were the world’s first bank to create an Impulse Saving product, that they would live their purpose of 'helping New Zealanders use money to get to where they dream of being' in a truly surprising way.
Execution
First, we created an iPhone app which interfaced directly with Westpac online banking, and allowed customers to transfer a pre-determined amount from their transactional account to their savings account at the touch of a button. Close Up, NZ’s leading prime time current affairs show, were so impressed that they decided to film their show with $16.1M cash as their back-drop.
This PR stunt spear-headed the campaign followed by;
• The app being launched on the app store
• Consecutive page press ads in weekend newspapers
• A 200 strong adshel campaign across NZ
• Advertising in true 'impulse purchasing' areas – the doors of iconic NZ shopping malls, with digital eyelites within the malls.
• Online banners, including home page takeovers
• In-branch activity to encourage conversation at branch.
Documented Results
Impulse Saver was launched late February 2011, and therefore measured brand, business or behavioral results are not yet available.
However to date the Impulse Saver product has exceeded Westpac’s uptake target by 259%, with over a third of all Westpac Customers with iPhones downloading the app. In excess of $400,000 worth of free media coverage has been generated and continues to grow with coverage from all the major news channels (Primetime TV news and current affairs, leading national and local radio and newspapers).
"This new product encouraging New Zealanders to save will do more to improve our brand reputation than traditional paid-advertising." - George Frazis, CEO, Westpac New Zealand Limited.