Westpac targeting millennials with brand refresh

News 8 Mar 2021 - 2 min read

Westpac targeting millennials with brand refresh

By Danielle Long - Contributing editor

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Tags: Westpac brand building Jenny Melhuish DDB

Westpac aims to make its brand more relatable to young people by highlighting the big and small moments in life through advertising campaign and brand refresh.

What you need to know:

Westpac is targeting millennials and younger audiences to grow its customer base
Westpac has launched an ad campaign and brand refresh, created by DDB Sydney
The refresh employs animation, special effects, bold colours and a new tone of voice

Westpac wants to be more relatable to young people and has launched a brand refresh and ad campaign in a bid to generate broad appeal.

The national campaign, which was created by DDB Sydney, employs animation, special effects, bold colours and a new tone of voice as it seeks to establish “closer connections with younger Australians”.

Highlighting eventful moments in people’s lives from big momentous events like buying an apartment or having twins, to smaller relatable instances like losing a mobile phone, the campaign is the latest execution in the ongoing ‘help’ series.

The ‘help’ series first launched in 2018 and has explored how Westpac helps support people through milestone moments such as death, divorce, and small business ownership. Launching in the wake of the Royal Commission into the banking industry, the campaign echoed the industry shift to advertising which depicted the positive impact banks have on consumers lives.

The aim of this latest iteration is to tap into the emotion of both the big and small events in people’s lives, according to Westpac Group head of brand, advertising and media, Jenny Melhuish.

“Our new work builds on our ‘help’ series, which focused on those really big life moments like starting a business or separating from a partner, and extends to those smaller eventful moments such as losing a phone, starting a new relationship, or getting your first pay cheque. We want to show Australians that we understand life is made up of these big and small moments - and as they need us, we are here to help,” said Melhuish.

“Our new app is making banking simpler, our products are designed to support customers reach their money goals, and our website has loads of tools and tips to help Australians prepare financially for whatever life throws at them.”

The campaign is running across TV, print, digital, out of home and social media.