Westpac sketches out new territory for banks
Westpac’s challenging the attitude that banks are all the same with a new advertising campaign featuring doodled
illustrations demonstrating its focus on customer service.
Developed by New Zealand’s Saatchi & Saatchi the campaign addresses the service basics, depicting ways that Westpac is adding value with its products and
services.
Westpac’s General Manager Marketing and Products, Michelle van Gaalen said the new advertising was developed with the
core message of how Westpac is ‘finding a better way’ for customers to do their banking.
Westpac’s General Manager Marketing and Products, Michelle van Gaalen
The charming sketches echo Westpac’s strategy to be customer focused and portray in a clear and simple way what the bank
is doing to improve its customers’ experience.
“The strength of this campaign is the research that has been undertaken behind the scenes to understand what it is our
customers are looking from their bank. The lessons have been a valuable insight for us and Westpac’s new advertising
campaign has been shaped to reflect this.
Early customer feedback on the new campaign has been very positive. They recognised that Westpac is making an effort to
see things from a customers point of view, improve the customer experience and is willing to talk to them in a non-bank
like way,” said Michelle van Gaalen.
The new TVC’s are set to the original Linus and Lucy music from Charlie Brown, which gives them a familiar feel and
feature a light bulb signature which symbolises Westpac ‘finding a better way’.
The executions are in two formats, there are three 30 second advertisements: The Pay Anyone option allows all Westpac
customers to use the Internet banking facility to deposit funds into almost any bank in New Zealand; With Business Life,
we offer businesses a suite of solutions to help them with their financial needs whichever stage their business is at –
start up, growth or maturity; At Westpac we’ve written a book called The First Home Buyers Guide, its designed to help
ensure you buy wisely;
and four ten second advertisements called idents: At Westpac we have Business Banking Specialists who will provide you
with specialised, personal service in a range of areas including franchising, agriculture and international. At Westpac
we’ve written a book called The Investers Guide to Property, its full of tips to help ensure you buy investment property
wisely; Buying a home? Our Mobile Mortgage Managers at Westpac will come to see you wherever you are and when it suits
you; At Westpac a free Banking Review could save you time and money.
Each execution demonstrates a way Westpac is improving customer service or adding value through products and advice.
The national advertising campaign, which will be launched on television on Sunday 11th January, will use television as
the primary medium with supporting print, online and outdoor executions. Westpac branches will also be sporting the new
look.