In 2017 Australia’s oldest bank celebrates its 200th birthday. We wanted to do something beyond a campaign. Working with the product team at Westpac, we developed ‘Bump’: A high-interest savings account that parents can open upon the birth of their child and make regular contributions to, but not be able to withdraw from until the child turns 16. In order to mark its 200th anniversary, Westpac will deposit $200 in all new Bump accounts for babies born in 2017.

We wanted our story to mirror the very real concern Australian parents were feeling but to also show a genuine commitment to relieving some of that stress. The campaign began with a PR launch to explain the offer and promoted the benefits of early savings habits. We promoted the account in OOH and presse, while our TVC ran on national networks driving traffic to the site to register for an account. On social media, optimised versions of the film were designed to encourage tagging over sharing, with thousands of expectant mothers tagged by friends and family. Through social we created an eco-system around a baby’s bump account, encouraging those liking a mum-to-be’s posts to make a contribution to the account, setting the child up with a more secure financial future. The campaign launched in January with the offer live throughout 2017 and open to all babies born in 2017.

Business Impact and response rate

The campaign delivered 25,000 Bump account registrations in the first 3 months.

1 in 4 children born in Australia were registered.

A high increase in campaign conversion rates 14% vs an average of 11%

57% of parents registered are new to bank customers.

Change in behaviour

52% indicate it makes them love Westpac brand.

66% more likely to consider Westpac.

67% of our target audience now feel more positive towards Westpac

72% see Westpac as a caring bank

Consumer awareness

93% correct unbranded attribution for the TVC with high levels of campaign awareness and understanding of the offer.

46% national awareness as at the end of Jan ‘17

Impressions

A total PR value from Jan - April of $5.1 million with the campaign continuing to generate positive media with a total audience reach of 41.6 million.