Westpac - Get Cash
Challenge
Capturing and driving acquisition of a Millennial audience that had an ambivalence to what was perceived as ‘Dad’s’ bank.
How could we use Westpac’s latest service, Get Cash, to develop a groundbreaking campaign that changed this perception and delivered on new account sign ups.
Insight
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 their demonstrations so that viewers can’t use the numbers they see on screen to try to take money out fraudulently.
Solution
Westpac did the opposite, taking the bank’s online ‘how-to’ tutorials about the newly launched Get Cash, 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 total over $40,000 was redeemed over the 2 week period.
Westpac became the first bank in Australia to use Snapchat and Periscope, enabling live broadcast from selected Westpac ATMs throughout Brisbane, Sydney and Melbourne.
Results
As a result of the campaign, individuals across Australia scoured their feeds 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.
Reached over 5.5 million viewers in a two-week campaign.
Winner of a Silver Effie.