Westpac NZ is doing more than promise protection against scammers. Westpac and Publicis Groupe NZ’s connected platform of agencies – Saatchi & Saatchi NZ, Spark Foundry NZ, and Digitas NZ – present a practical solution. It consists of dynamic three-digit security codes for credit and debit cards. The codes in Westpac’s digital banking app, refresh every 24 hours, frustrating – and hopefully thwarting fraudsters.
The campaign launched with a series 10-second ads in each of which a code was detonated in slow motion. A new ad (and code) dropped every 24 hours throughout launch week. Each code was modelled on a commonly purchased item, including puffer jackets, perfume bottles, and ceramic kitchenware.
Westpac NZ chief marketing officer, Sarah Williams, stated, “I’m excited that we’re turning invisible security into something you can’t miss. We’re investing heavily across our business to help fight fraud and scams. This campaign brings to life how we’re looking out for our customers, giving them that extra confidence to feel safe while shopping online.”
Steve Cochran, CCO Saatchi & Saatchi NZ, added, “Online card security codes could be a very rational and dry subject to talk about. We’ve had a lot of fun making it not so, creating something visually spectacular to grab attention and stand out in the bank ad space.”
Spark Foundry NZ led strategic media planning, using dynamic channels with change outs across AV, outdoor, and social formats to reflect the campaign’s evolving creative. Digitas NZ led customer experience and content design, directing audiences to the Westpac website for a deeper understanding of the feature.
The series will continue running across targeted channels over the coming weeks.
Credits:
Creative Agency: Saatchi & Saatchi NZ
CEO: Mark Cochrane
CCO: Steve Cochran
Executive Creative Director: Lee Sunter
Associate Creative Director: Cece Chu
Senior Creative: Ryan Price
Strategy Director: Brendan Greenwell
General Manager: Annabel Rees
Group Business Director: Aaron Hodgson
Business Manager: Jeannie Grace
Design Director: Shiv Narandas
Intermediate Designer: Laura Cooper
Retoucher: Nick Browne
Media Agency: Spark Foundry NZ
Customer Agency: Digitas NZ
