Cannes Lions

Westpac Air Rescue

MEDIACOM, Sydney / WESTPAC / 2016

Case Film
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Overview

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Credits

Overview

Description

Australia’s Heroes of the Sky is an explosive social content series that straps in millennials and takes them along for the ride making them feel part of the rescue crew. From a GoPro mounted perspective we shared the most compelling action and drama from the TV show. We introduced millennials to the lifesaving and heroic work of the crew-members that turn up to work everyday to save the lives of Australians.

Westpac branding on uniforms and the helicopters, as well as branded call signs and subtle natural audio and visual cues that allowed us to purely focus on entertaining a millennial audience.

We featured younger crew-members, 19-year-old Sammy and 28-year-old paramedic Charlie, characters we knew would resonate with millennials. Sammy showed bravery and skill to winch a woman 150ft from a tall ship and Charlie flew out to a remote tourist spot to help an elderly man in distress.

Execution

We talked to millennials in their language. Snapchat stories were 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.

Instagram profiled the heroic characters of the WHLRS and unearthed their motivations. We partnered with 3 of Australia’s most renowned landscape photographers and created a beautiful, thumb stopping photography series that introduced the work of the crew and delivered Australia’s Heroes of the Sky from a completely new perspective to a completely new audience.

We not only created explosive content for social platforms, we served content at the right time as well as providing real time learning’s allowing us to continually adapt the stories to deliver younger audiences epic, relevant entertainment.

Outcome

We captivated 1.6 million young Aussies aged between 17 and 34 and more than 676,000 millennials spoke directly to us through social engagements. User initiated social video content received over 330,000 views but more importantly we held their attention with incredible view through rates of 75%. The average view time was 83 seconds, an enormous feat considering the short attention span of millennials. Our Snapchat Stories had an impressive 60% open rate.

The stunning content from our landscape photographers was prestigiously regrammed by Tourism Australia, an Instagram account with over 2.1 million followers, delivering an additional 46,600 engagements for Westpac.

Over and above regular activity, Australia’s Heroes of the Sky contributed 4% uplift in organic site traffic of people investigating Westpac products. This resulted in 864 approved and activated cards and 31 Home Loans with estimated revenue of $401,965 over three years.

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