Spikes Asia

Westpac Air Rescue

MEDIACOM, Sydney / WESTPAC / 2016

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Overview

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Credits

Overview

Background

Australia’s unique and isolated geographical landscape and grueling environment makes it one of the most dangerous places on earth. Westpac, Australia’s first bank recognized the need to establish a community service network across this vast continent and for over 40 years the Westpac Lifesaver Rescue Helicopter Service (WLHRS) have saved the lives of tens of thousands of Australians.

After two highly successful seasons of the observational documentary series Air Rescue following the thrilling and heroic work of the experienced WLHRS crew, something had to change. This was no longer about TV ratings. In our third season we were charged with entertaining a younger audience that don’t watch TV and currently consider Westpac their parent’s bank. This was about taking a popular format and giving it to an audience in an entertaining way that changed their perspective of Australia’s first bank.

Execution

We talked to millennials in their language. By partnering up a content strategist, creative & paid social planner we worked planned, scheduled & optimized content, spend and targeting. This ensured we aligned content creation to youth viewing habits with snack-able content throughout the day & longer form content around evenings & weekends.

Snapchat stories filled with emojis and slang that delivered action and drama for a time poor audience. Facebook served weekly wrap up highlights of the most critical and compelling edge of your seat moments and an Instagram partnership with 3 of Australia’s most renowned landscape photographers created a beautiful, thumb stopping photography series that profiled and unearthed the motivations of the heroic characters of the WHLRS.

We created explosive content for social platforms, serving it at the right time and providing real time learning’s allowing us to continually adapt the stories to deliver younger audiences epic, relevant entertainment.

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