Westpac – Debitplus Card
Category: New Product / Service IntroductionAgency: Saatchi & Saatchi NZAdvertiser: WestpacCampaign: Debitplus Card
SUMMARY
Westpac launched Debitplus Visa, a totally new and undefined card in a category of its own. Fighting for definition between the long time offers of EFTPOS and credit cards, Saatchi & Saatchi set out to clearly establish the new card concept and get the jump on all the other major banks.
Building a hard hitting, two-phase campaign using target insight, Westpac together with Saatchi & Saatchi achieved great success in three areas:
Considerably out performing...