Westpac: Still Flatting?

This case study explains how Westpac, the bank, distinguished its brand from the competition in order to increase its share of the New Zealand mortgage market.

Westpac: Still Flatting?

Campaign details

Category: Consumer ServicesAgency: DDB GroupClient: Westpac

Summary

By being disarmingly truthful about money and encouraging consumers to 'Start Asking', Westpac cut through the clutter and delivered an outstanding campaign ROI of $5 for every $1 spent back to the business. Unable to rely on risky high loan-to-value ratios and unable to lead the market with the lowest rates, Westpac had to rely on a refreshing approach to advertising to capture the attention of new customers.

Key learnings

Bank advertising often portrays the ideal. In housing terms this means the ideal...

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