For the launch of Westpac’s latest service, Westpac Get Cash, DDB Australia developed a groundbreaking social content campaign that saw Westpac give away $40,000 cash via Westpac ATM machines using live codes.
The Westpac Get Cash campaign reached over 5.5 million viewers over a two-week campaign which ended on Friday, and saw Westpac become the first Australian bank to use Snapchat and Periscope app.
The challenge for the campaign was to take the bank’s online ‘how-to’ tutorials about the newly launched Westpac Get Cash and invigorate them to capture the attention of the elusive Millennial market.
Westpac Get Cash allows you, or an authorised third party, to withdraw cash from your account, with a six-digit code, as opposed to a card. Typically banks use fake account numbers in these demonstrations so that viewers can’t use the numbers they see on screen to try to take money out fraudulently.
Westpac did the opposite, putting real, six-digit cash codes into a series of seemingly innocuous web films. When punched into any Westpac ATM these codes spat out real money in amounts from $50 and up to $300. In total over $40,000 was redeemed using the competition cash codes from Thursday 23 July to Friday 7 August.
To launch the service, DDB Australia developed a series of web films, broadcast on the Westpac website and seeded via social platforms Facebook, Twitter and Instagram. The tone of each film became increasingly offbeat and self-referential as the series progressed, letting everyone know Westpac was in on ‘the joke’.
https://youtu.be/m9Ot0jLj0P4
The campaign saw Westpac become the first bank in Australia to use Snapchat and Periscope, enabling live broadcast from selected Westpac ATMs throughout Brisbane, Sydney and Melbourne. The campaign received over two million views in the first three days alone and over 5.5 million to date via Facebook, Twitter and Instagram.
DDB Group Melbourne CCO, Darren Spiller, commented, “If you’re going to go all-in on social, you need to be original and you need to be bold. Let people discover your message, then reward them for getting involved.”
Elaine Herlihy, head of mass marketing services and Westpac Marketing and Brand, said, “This was different to anything that we’ve done before. The mechanics of the campaign were much more subtle than a traditional approach, in that we left it to the consumer to discover the ’rewards’ of paying attention to the online tutorials. We credited the audience with having a sense of humour and the curiosity to unpack the message for themselves and we’ve been thrilled by the reach we’ve achieved as a result.”
As a result of the campaign, individuals across Australia scoured their smartphones for videos and codes, understood the new product back-to-front, then experienced running down to a Westpac ATM to try Westpac Get Cash for themselves. It was part education, part promotion and in the end, the ultimate product demonstration.
Credits:
DDB:
Darren Spiller – Chief Creative Officer DDB Melbourne
Simon Bagnasco – Executive Creative Director DDB Melbourne
Glen Dickson – Creative Director DDB Melbourne
Chris Andrews – Art Director DDB Melbourne
Chris Hanrahan – Copywriter DDB Melbourne
Simon Thomas – Head of Onscreen DDB Melbourne
Carol Sinclair – Onscreen Producer DDB Melbourne
Marissa Brain – Editor DDB Melbourne
Alex Badham – Editor Freelance
Jimi Woo – Editor Freelance
Damian Dunne – Compositor Freelance
Josh Cameron – Motion Graphics DDB Melbourne
Grantley Smith – Director Sidekick
Marcus Ng – Senior Digital Designer Tribal Melbourne
Charlie Crang – Senior Digital Producer Tribal Melbourne
Milena Marin – Digital Designer Tribal Melbourne
Raksha Shetty – Web Developer Tribal Melbourne
Simone Blakers – Executive Lead DDB Sydney
Kristofer Taylor – Senior Business Director DDB Sydney
Angela Smith – Business Director DDB Sydney
Billie Hutchison – Business Director DDB Sydney
Nina Godinho – Business Manager DDB Sydney
Jess Glass – Business Manager DDB Sydney
Zac Messih – Business Coordinator DDB Sydney
Nick Andrews – Planning Partner DDB Sydney
Craig Bailey – Creative Partner DDB / RAPP Sydney
James Legge – Digital Programme Director DDB / RAPP Sydney
Damien Eames – Digital Planning Director DDB / RAPP Sydney
Sean O’Byrne – Senior Social Strategist DDB / RAPP Sydney
Margaret Sevenjhazi – Social Content Producer DDB / RAPP Sydney
Photography Christopher Tovo
Music and sound Gusto
WESTPAC:
Elaine Herlihy, Head of Marketing and Brand
Geoff Ikin, Head of Mass Media
Bella Howe, Senior Advertising Manager
Loren Elsegood, Senior Advertising Manager
Brad Pidgeon, Head of Social Media
Sophie Broad, Social Media Manager Wesptac
Carly Boyle, Senior Manager, Mass Media
Karen Ganschow, General Manager, Customer Relationship Marketing & Digital
Amy Zancanaro, Product Manager, Everyday Banking
MEDIACOM:
Andrew Da Silva – Director, MediaCom Sydney
Rachel Mackenzie – Manager, Mediacom Sydney
Sarah Goh – Performance Manager, MediaCom Sydney
Victoria Nguyen – Performance Executive, MediaCom Sydney
Matt Baker – Performance Assistant, MediaCom Sydney
Larisa Ishchenko – Social Director, MediaCom Sydney
Kamal Rana – Social Assistant, MediaCom Sydney
Susie Si – IPI Group Director, MediaCom Sydney
Linda Hosamsooi – IPI Director, MediaCom Sydney
Martyn Searles – IPI Manager, MediaCom Sydney
Steve Londish – IPI Executive, MediaCom Sydney
Susannah Collins – IPI Assistant, MediaCom Sydney
Mark Johnson – Digital Group Director, MediaCom Sydney
Ben McInerney – Digital Director, MediaCom Sydney
Kate Munro – Digital Manager, MediaCom Sydney
Laurence McLachlan – Digital Operations Manager, MediaCom Sydney
Matt Malacha – Senior Digital Executive, MediaCom Sydney
Beck Heuston – Digital Executive, MediaCom Sydney
Paige West – Digital Assistant, MediaCom Sydney
