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

Westpac was competing for the lowest customer satisfaction ratings of New Zealand's six main banks and brand health, as indicated by its net promoter score, was at an all-time low.

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

Agency: Colenso BBDOClient: Westpac New ZealandProduct: 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...

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