For the launch of Westpac’s latest service, Westpac Get Cash, DDB Australia developed a groundbreaking social content campaign that saw Westpac give away $40,000 cash via Westpac ATM machines using live codes. The Westpac Get Cash campaign reached over 5.5 million viewers over a two-week campaign which ended on Friday, and saw Westpac become the first Australian bank to use Snapchat and Periscope app. The challenge for the campaign was to take the bank’s online ‘how-to’ tutorials about the newly launched Westpac Get Cash and invigorate them to capture the attention of the elusive Millennial market. Westpac Get Cash allows you, or an authorised third party, to withdraw cash from your account, with a six-digit code, as opposed to a card. Typically banks use fake account numbers in these demonstrations so that viewers can’t use the numbers they see on screen to try to take money out fraudulently. Westpac did the opposite, putting real, six-digit cash codes into a series of seemingly innocuous web films. When punched into any Westpac ATM these codes spat out real money in amounts from $50 and up to $300. In total over $40,000 was redeemed using the competition cash codes from Thursday 23 July to Friday 7 August. To launch the service, DDB Australia developed a series of web films, broadcast on the Westpac website and seeded via social platforms Facebook, Twitter and Instagram. The tone of each film became increasingly offbeat and self-referential as the series progressed, letting everyone know Westpac was in on ‘the joke’. VIDEO The campaign saw Westpac become the first bank in Australia to use Snapchat and Periscope, enabling live broadcast from selected Westpac ATMs throughout Brisbane, Sydney and Melbourne. The campaign received over two million views in the first three days alone and over 5.5 million to date via Facebook, Twitter and Instagram. DDB Group Melbourne CCO, Darren Spiller, commented, “If you’re going to go all-in on social, you need to be original and you need to be bold. Let people discover your message, then reward them for getting involved.” Elaine Herlihy, head of mass marketing services and Westpac Marketing and Brand, said, “This was different to anything that we’ve done before. The mechanics of the campaign were much more subtle than a traditional approach, in that we left it to the consumer to discover the ’rewards’ of paying attention to the online tutorials. We credited the audience with having a sense of humour and the curiosity to unpack the message for themselves and we’ve been thrilled by the reach we’ve achieved as a result.” As a result of the campaign, individuals across Australia scoured their smartphones for videos and codes, understood the new product back-to-front, then experienced running down to a Westpac ATM to try Westpac Get Cash for themselves. It was part education, part promotion and in the end, the ultimate product demonstration. Credits: DDB: Darren Spiller – Chief Creative Officer DDB Melbourne Simon Bagnasco – Executive Creative Director DDB Melbourne Glen Dickson – Creative Director DDB Melbourne Chris Andrews – Art Director DDB Melbourne Chris Hanrahan – Copywriter DDB Melbourne Simon Thomas – Head of Onscreen DDB Melbourne Carol Sinclair – Onscreen Producer DDB Melbourne Marissa Brain – Editor DDB Melbourne Alex Badham – Editor Freelance Jimi Woo – Editor Freelance Damian Dunne – Compositor Freelance Josh Cameron – Motion Graphics DDB Melbourne Grantley Smith – Director Sidekick Marcus Ng – Senior Digital Designer Tribal Melbourne Charlie Crang – Senior Digital Producer Tribal Melbourne Milena Marin – Digital Designer Tribal Melbourne Raksha Shetty – Web Developer Tribal Melbourne Simone Blakers – Executive Lead DDB Sydney Kristofer Taylor – Senior Business Director DDB Sydney Angela Smith – Business Director DDB Sydney Billie Hutchison – Business Director DDB Sydney Nina Godinho – Business Manager DDB Sydney Jess Glass – Business Manager DDB Sydney Zac Messih – Business Coordinator DDB Sydney Nick Andrews – Planning Partner DDB Sydney Craig Bailey – Creative Partner DDB / RAPP Sydney James Legge – Digital Programme Director DDB / RAPP Sydney Damien Eames – Digital Planning Director DDB / RAPP Sydney Sean O’Byrne – Senior Social Strategist DDB / RAPP Sydney Margaret Sevenjhazi – Social Content Producer DDB / RAPP Sydney Photography Christopher Tovo Music and sound Gusto WESTPAC: Elaine Herlihy, Head of Marketing and Brand Geoff Ikin, Head of Mass Media Bella Howe, Senior Advertising Manager Loren Elsegood, Senior Advertising Manager Brad Pidgeon, Head of Social Media Sophie Broad, Social Media Manager Wesptac Carly Boyle, Senior Manager, Mass Media Karen Ganschow, General Manager, Customer Relationship Marketing & Digital Amy Zancanaro, Product Manager, Everyday Banking MEDIACOM: Andrew Da Silva – Director, MediaCom Sydney Rachel Mackenzie – Manager, Mediacom Sydney Sarah Goh – Performance Manager, MediaCom Sydney Victoria Nguyen – Performance Executive, MediaCom Sydney Matt Baker – Performance Assistant, MediaCom Sydney Larisa Ishchenko – Social Director, MediaCom Sydney Kamal Rana – Social Assistant, MediaCom Sydney Susie Si – IPI Group Director, MediaCom Sydney Linda Hosamsooi – IPI Director, MediaCom Sydney Martyn Searles – IPI Manager, MediaCom Sydney Steve Londish – IPI Executive, MediaCom Sydney Susannah Collins – IPI Assistant, MediaCom Sydney Mark Johnson – Digital Group Director, MediaCom Sydney Ben McInerney – Digital Director, MediaCom Sydney Kate Munro – Digital Manager, MediaCom Sydney Laurence McLachlan – Digital Operations Manager, MediaCom Sydney Matt Malacha – Senior Digital Executive, MediaCom Sydney Beck Heuston – Digital Executive, MediaCom Sydney Paige West – Digital Assistant, MediaCom Sydney
Westpac has launched a social media campaign using Snapchat and Periscope . The campaign , which ran for three weeks , received 5.5 million hits , 3 million of which came in the first three days .