Westpac has launched a new brand platform, It takes a little Westpac, highlighting the role the bank plays in helping Australians achieve their financial goals.
The platform, developed with BMF, is based on new research commissioned by the bank showing Australians want their bank to play a supportive role in reaching financial goals.
Eight in ten respondents said good banks work behind the scenes to keep customers moving forward. Half manage their financial decisions in the moment, while two-thirds cite competing priorities as a barrier to achieving financial objectives.
One-third said too many tasks and uncertainty about where to start prevent them from managing finances effectively, and one-quarter are hindered by busy schedules and competing responsibilities.
Westpac Acting Chief Executive, Consumer, Carolyn McCann, said customers want their bank to fit into their daily routines, providing timely and practical support.
“Our customers don’t want us to be the hero of the story. They want us to take the actions – little or big – that get their finances sorted and then move out of their way,” McCann said.
“‘It takes a little Westpac’ reflects how we want to show up for our customers – a bank that supports momentum in practical, everyday ways, turning intent into action through useful tools, personalised support and consistent follow-through.
“Whether saving for a special item, aspirations to buy a home, or wanting to start a business, we’re demonstrating Westpac’s role as a quiet enabler of progress to help customers achieve their goals.”
Christina Aventi, Chief Strategy Officer, BMF said: “Life today is full, fast and often unpredictable, and even the most capable people need support to keep moving.
“Progress doesn’t always come in big leaps, more often, it’s shaped by smaller shifts and decisions made in the in-between. ‘It takes a little Westpac’ gives Westpac a way to show up in those moments: relevant, useful, and in sync with how people actually live.
“It’s a long idea designed to stretch, practically and emotionally, and to reflect a brand that enables momentum without needing to be at the centre of the story.”
The campaign will run nationally across television, digital, and outdoor channels, showing stories of Australians reaching their goals with Westpac’s support. A broader brand campaign, led by BMF, will follow.
Credit list:
Client: Westpac
Creative agency: BMF
Out Of Home: Westpac IHA
Director: Tom Campbell
Production Company: Good Oil
Edit & Post-production: ARC
Sound production: Rumble Studios
Music supervision: Level Two
DOP: Jeremy Rouse
Media agency: Spark Foundry
Performance creative: CX Lavendar