‘Double You’: Westpac shows off bigger ad spend for national campaign
Westpac's new campaign basks in "warmth and realness"
Westpac has unveiled a new national advertising campaign and jingle, “Double You”, following a 25% increase in its ad spend in the last financial year.
The campaign, developed by BMF and The Tuesday Club, features real-life siblings to bring the double theme to life and follows the arrival of new chief growth, brand and marketing officer Michelle Klein last year.
Aiming to set an “optimistic tone grounded in warmth, realness and a meaningful promise” amid ongoing cost-of-living pressures, the campaign is supported by Westpac’s jump in advertising investment, which reached $220 million in the last financial year.
“Australians are stretched. They’re busy, burdened and often stuck in a loop of financial admin. What they want from their bank is practical support that lightens the load and helps them get things done,” Klein said in a press release statement.
Very well put: as a decades long Westpac ‘customer’, I use the term loosely these days, this is precisely why it’s an absolute disgrace that our ever rising fees are misspent on this needless ‘PR and profiling branding exercise’. It’s common knowledge that the impediments and costs to change to another financial institution is prohibitive, deliberately, and complicity with AFCA – funded by banks and insurance companies – is overtly false PR ‘fox tending the henhouse’ style. Utterly disgraceful reflection of so-called top percentile or top-end-of-town self-serving gouging. Yes I’m sure it’s evident I and many/most others are most, more than ever, angry.
OOH feels a bit wanna be Telstra.
I like that the big red “W” in front of every branch has meaning now.
A “meaningful promise” that “a little support can help turn effort into progress”. It took only hours for Westpac to pass the RBA 25 basis-point rate rise in full for their mortgage customers but not pass the same on for their savings customers.
Note to the Westpac marketing team, if you pitch something as a “meaningful promise”, maybe don’t break it in less than a day by passing on a rate rise that was expected by your own Economics team.
A bit difficult to take this seriously as anything other than another campaign in a litany of campaigns that did not stick.