Westpac Impulse Saver: Helping people save as impulsively as they spend

Agency: Colenso BBDO
Client: Westpac New Zealand
Product: Impulse Saver

Objectives

At the beginning of 2011, Westpac (one of New Zealand's six major banks) was vying for bottom position in the hearts and minds of New Zealanders…


SOURCE: Westpac Brand Health Tracker

Their core brand health measure – 'Net Promoter Score', a popular measure of brand advocacy – was at an all time low of -22.

Believing this to be a lead indicator of commercial performance, Westpac were deeply concerned. The economy and public perceptions of banks were already against them. Being the least favourite bank didn't bode well for a successful 2011.

We had just won the Westpac business, and as part of the pitch we'd developed a fresh brand strategy.