Cannes Lions

WESTPAC IMPULSE SAVER

COLENSO BBDO, Auckland / WESTPAC / 2012

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“Marketing has done a very good job of creating opportunities for impulse buying… we’ve never created the opportunity for impulse saving.” - Rory Sutherland, TED ConferenceWestpac New Zealand’s purpose is “to help New Zealanders use money to get where they dream of being.”One of the key things keeping us Kiwis from our dreams was our atrocious savings behavior. We were 23rd out of 29 OECD countries in terms of savings habits. New Zealand households had spent more than they’d earned every single year for the past decade.We believed that if Westpac were the world’s first bank to create an impulse saving product, they would tackle this important issue and live their brand’s purpose in a truly surprising way.Westpac Impulse Saver created an enormous media conversation, smashed product uptake targets, contributed to a huge rally in Westpac’s brand health and a milestone commercial success and positioned Westpac as the bank that was truly innovating to help their customers make better use of their money.Beyond Cannes, Impulse Saver has so far won Gold at both the Spikes and Asian Digital Media Awards."This new product encouraging New Zealanders to save will do more to improve our brand reputation than traditional paid-advertising." - George Frazis, Westpac New Zealand CEO

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