Westpac Experiments With Marketing Concepts
Westpac’s new advertising campaign takes a different turn this week with the first of its experiential marketing concepts. The objective is to bring the Westpac experience to the public through taking it out of the bank and onto the streets.
The concept involves setting up a bus shelter as an illustrated living room with props inside.
Michelle van Gaalen, Westpac General Manager Marketing and Products said it was very different to anything seen in the New Zealand financial services industry to date.
“ The bus shelter at Three Lamps in Ponsonby Road (by Starbucks) will be transformed to look just like a living room. There will be cushions on the seat, a magazine rack and lamp, creating the illusion of a living room inside the bus shelter,” she said.
Westpac are using this medium to launch their updated ‘Home Buyer’s and Seller’s Guide’. The book provides step-by-step instructions as to what to do when looking at buying or selling a home including tips and advice.
The bus shelter will be manned from Wednesday 3rd March until Sunday 7th March with a representative providing information about the guide. The hours are 7am-7pm for Wednesday, Thursday and Friday. Saturday 9am-3pm and Sunday 10am-2pm.
Developed by Saatchi & Saatchi the trans-Tasman campaign, which was launched in New Zealand in January addresses service basics, depicting ways that Westpac is adding value with its products and services.
Westpac’s General Manager Marketing and Products, Michelle van Gaalen said while early days the new advertising was finding favour with its customers.
Ms van Gaalen said, “We are getting lots of positive comments regarding the subtle humour, the appeal of the characters and that the ads actually tell you something about what Westpac is doing for its customers”.
The new TVC’s are set to the original Linus and Lucy music from Charlie Brown, which gives them a familiar feel and feature a light bulb signature that symbolises Westpac ‘finding a better way’.