Cannes Lions

BEYONCE

DDB GROUP NEW ZEALAND, Auckland / WESTPAC / 2014

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Overview

Entries

Credits

Overview

Execution

By leveraging Beyonce’s smash hit Single Ladies, it was a relevant and unique way to generate new leads for a Westpac Mastercard while rewarding existing customers. It also embodied the fun value of the Westpac brand.

Outcome

This campaign caused a huge spike in activity on the Westpac NZ’s Facebook page. Not only did their Facebook page gain 9,545 new likes, achieving 190% above the 5,000 target, but it also received 2,460 new business leads for a MatserCard product, achieving 164% above the 1,500 target.

For a country as small as New Zealand, the campaign reached 35% of the population making Westpac the most talked about bank on social media.

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