Australians say that good banks should help them with to achieve their financial goals. Eight in ten Aussies want this help. BMF and Westpac have responded with a new brand platform, It takes a little Westpac.
It takes a little Westpac captures the bank’s responsibility as a behind the scenes driver of action. The research also showed that half of Australians manage their financial decisions in the moment and 67% feel competing life priorities prevent them from achieving their financial goals. 32% said having too many tasks and not knowing where to start gets in the way of managing their finances and 23% are impeded by busy schedules and competing responsibilities.
Westpac acting chief executive, consumer, Carolyn McCann, stated, “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. 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, added, “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.”
It takes a little Westpac launched on 10 August with a branded product campaign focused on home lending and digital savings features. The full campaign will roll out across Australia, covering television, digital and outdoor platforms showing real stories of Australians achieving their goals with a little help from Westpac.
A broader national above the line brand campaign led by BMF is set to follow establishing, It takes a little Westpac, as the foundation of Westpac’s future brand direction.
Credits:
Client: Westpac
Creative agency: BMF
Out of Home: Westpac IHA
Production Company: Good Oil
Director: Tom Campbell
Edit & Post-production: ARC
Sound Production: Rumble Studios
Music Supervision: Level Two
DOP: Jeremy Rouse
Media Agency: Spark Foundry
Performance Creative: CX Lavendar
