MediaCom and Westpac have teamed up to create the #UnstoppableSquad, a national, social-led campaign brought to life in order to boost the bank’s affinity among Aussie millennials.
The #UnstoppableSquad consists of three inspirational individuals who throughout the campaign will share their own experiences through online video posts, showing millennials how to become unstoppable when it comes to their own lives and finances.
Forming part of the ‘Experience Economy’ group, millennials spontaneously spend their money by splurging on experiences and passions instead of material possessions.
Their ability to upload and share their experiences enhances their value amongst other millennials. This insight led to the campaign’s key strategy: to show how every day Aussies are living unstoppable lives in a bid to inspire others to have the confidence to follow their dreams.
From different backgrounds, Stefan, a film director, Vanessa, a hip hop dancer and Hannah a business owner were chosen to form the #UnstoppableSquad and have shown how they live their lives.
The content, produced by MediaCom’s specialist division, MediaCom Beyond Advertising (MBA), tells their stories during their adventures in Australia, Africa and the USA. Showcasing the unguided, uncensored and unknown lives of these Aussies, Westpac poses the question of ‘What does it mean to be Unstoppable in 2016?’ to millennials.
Head of MediaCom Beyond Advertising and ECD Gemma Hunter said, “This whole thing started when we considered; no good story ever started with I’m saving up for…
“We knew the most qualified people to be talking to millennials were other millennials. We didn’t chase people with the biggest social following, this was about everyday Aussies and letting them share their unscripted stories. The beauty in this approach is that it’s so simple.”
Launched nationally, #UnstoppableSquad sees the first integration of Westpac on Tumblr, and also includes other social channels such as Facebook, Instagram, YouTube and Snapchat.