Westpac Demonstrates the Human Element at the Heart of Banking
As Westpac approaches 200 years in business, it has launched a new creative campaign via DDB Sydney, that highlights the business' commitment to supporting all Australians and the human element at the heart of banking - people always helping people.
Westpac chief marketing officer, Martine Jager, explained this was the evolution of the brands core message, 'Australia. Proudly supported by Westpac' but now reinforces Westpac's support on a more personal level.
The first TVC focuses on The Westpac Lifesaver Rescue Helicopter Service, which Westpac has supported for more than 40 years and has seen over 70,000 missions to help keep Australians safe. The message conveyed is 'not all Australians are with Westpac, but Westpac is with all Australians' - the truth of the support of this life saving service and Westpac's involvement.
Says Jager: "As Westpac enters its third century in business we believe that to be part of the future, we must play our part in building it. At the heart of our brand we are a community brand and as Australia's oldest bank and oldest company, we are incredibly proud of the role we played and will continue to play in helping all Australians.
"As it relates to our products and services, over the last two centuries we have learnt a lot about Australia, the important moments in their lives and their financial decisions - as a result we have a true depth of understanding and empathy delivered by our people, that is the core of the Westpac brand. The evolution of the Westpac brand captures this, it celebrates the emotion of people in key life moment such as owning their first home, paying their first employee or having their first child."
The campaign has launched across TV, OOH, Digital and Social.