A new advertising campaign you can bank on
8 May 2009
On Sunday May 10, Westpac will launch a new advertising campaign that asserts its long-standing belief in responsibility and doing the right thing.
Following a recent review of Westpac’s corporate strategy to put customers at the heart of every thing it does – the strategy for the Westpac brand has also been reviewed and revitalised. The result: a sharper, customer centred positioning built on the bank’s reputation for foresight, vision, stability and doing the right thing.
“In these uncertain times, Westpac is stepping forward with certainty and confidence. As a soundly performing bank we continue to grow, opening branches, business banking centres and hiring new Bank Managers as well as local business bankers,” said Andrew Seager, Westpac Retail and Business Banking’s General Manager Marketing.
Westpac’s new advertising campaign, created by The Campaign Palace, re-introduces the phrase ‘We're a bank you can bank on’, providing a subtle nod to Westpac’s heritage as the Bank of NSW and that sense of dependability and security while given new meaning in today’s ever changing environment. The campaign also communicates the message of security, stability and thinking things through. The messages are expressed in a fresh but everyday way, leveraging Australian experiences and truisms, which are intended to evoke recognition and provoke thought in viewers.
The first look at Westpac’s new brand strategy appears Sunday evening with a 60 second anthem TVC. Over the coming months further examples of how Westpac demonstrates its belief in the company’s products and services will be unveiled.
“The brand strategy is tightly aligned to the corporate strategy of delighting customers, and putting them at the centre of everything it does. One testament of the brand and corporate strategy is Westpac's move to bring back the local Bank Manager, who knows and cares about their local communities, customers and their businesses, and understands what it takes to delight them.
The role of Westpac’s Bank Manager will feature in the second TVC appearing next month.
“Westpac’s Bank Managers have greater authority to make decisions that are relevant for their local customers and environment, so their customers will testify that Westpac really is ‘A bank you can bank on’.”
