Effies
Australia
A great rate that wasn’t enough to get rated
Agency
DDB Sydney
Client
Westpac
Awards
Bronze
Insight & Strategic Thinking
Summary
Westpac needed to recruit young Aussies. At the same time, young Aussies needed a bank to help them save in order to secure their future growth, Westpac needed to recruit young Aussies. At the same time, young Aussies needed a bank to help them save in order to secure their own futures. Westpac had a solution to both problems: ‘Spend and Save’, a market-leading savings rate so good, it should have sold itself. However, even the best product is white noise when your audience has tuned your brand out. This is the story of how we used a tactical product campaign to shift brand perceptions and deliver the highest brand consideration rank amongst this audience ever.
Credits
| Heather Sheen | Author | |
| Jessica Sutanto | Strategic Planner | |
| Dom Hickey | Head of Planning | |
| Ben Welsh | Chief Creative Officer | |
| Matt Chandler | Executive Creative Director | |
| Tom Lawrence | Copywriter | |
| Sam Raftl | Art Director | |
| Sasha Firth | Managing Partner | |
| Angela Beals | Group Account Director | |
| Lisa Zimpel | Business Director | |
| Renata Barbosa | Head of Integrated Content | |
| Tash Johnson | Senior Lead Producer | |
| Cushla Morton | Senior Print Producer | |
| Noah Regan | Head of Art | |
| Jenny Melhuish | Head of Group Brand, Advertising & Media | Westpac |
| Nicole Bardsley | Head of Westpac Brand, Advertising & Social Chapter Lead | Westpac |
| Amber Joyce | Chapter Lead, Westpac Advertising | Westpac |
| Sarah Eve | Advertising Experience, Westpac Advertising | Westpac |
| BUCK | Illustration | BUCK |
| MediaLab | Media | MediaLab |