Westpac has launched a brand platform that seeks to highlight the bank’s everyday, behind-the-scenes support helping Australians reach their financial goals.
‘It takes a little Westpac’ is based on research showing that Australians want their bank to be a key supporter in helping them reach their financial goals.
The research found that 80% of people believe good banks work quietly behind the scenes to keep them progressing and 67% feel that competiting life priorities prevent them from achieving their financial goals.
Therefore, the brand platform shares real stories of Australians reaching their goals with Westpac’s support to show that whether saving for something special, aiming to buy a home, or starting a business, Westpac quietly enables their progress.
For example, one TV spot showcases Westpac’s Savings Finder tool, which is used by a man planning to take guitar lessons. Meanwhile, another highlights how Westpac’s home loans enable a homeowner to provide a garden for their dog, moving from walks in the rain and balconies to having their own outdoor space.
Carolyn McCann, acting chief executive, consumer at Westpac, said: “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.”
The campaign will launch across Australia on TV, digital, and outdoor platforms. A wider national Above-the-Line brand campaign will follow, positioning ‘It takes a little Westpac’ as the foundation of Westpac’s future brand direction.