Westpac: Culture eats category for breakfast
Executive Summary
'I'd rather go to the Dentist that talk to a bank' - Youths' damning view of the category prompted Westpac to change. They embraced a culturally redefining campaign that co-opted their fancy new 'Get Cash' technology… created spoof marketing…to play with a national ATM network…to hand out cash...for free…to pretty much anyone who wanted some…©…not very bank like!
Changing the bank's cultural norms enabled a bold and experimental approach which delivered an extraordinary ROI and outshone the performance of category giant CBA. More importantly redefining the way Westpac operates spawned a new...