the project
At CX Lavender (digital agency), I collaborated closely with a copywriter and account manager to create a campaign to drive Westpac customers to open a Life savings account. This project was overseen by a senior designer and executive creative director.
Business challenge: 130k Westpac customers with ‘transaction- only’ products have left the bank in recent times, taking $1.1b in balances with them.
This campaign incentivises 'at risk' transaction account only customers to take up a Life savings account through a cash offer. The audience is existing customers, aged 14-44, who are the primary account holder of one or more Choice transaction accounts.
Business challenge: 130k Westpac customers with ‘transaction- only’ products have left the bank in recent times, taking $1.1b in balances with them.
This campaign incentivises 'at risk' transaction account only customers to take up a Life savings account through a cash offer. The audience is existing customers, aged 14-44, who are the primary account holder of one or more Choice transaction accounts.
- visual design
- concepting
- animation
- concepting
- animation
the campaign
The key message of this campaign was 'kick start your savings with a $50 cashback', encouraging the audience to open a Life savings account through an eDM that drives them to the campaign landing page. We created a few conceptual territories and presented them to client.
speed saver
The 'speed saver' option was chosen by client. This concept was inspired by Mario Kart, and the boost you can receive from the start (represented by the Westpac kart), which resonates with the young audience.
The benefits of Westpac's Life savings account is displayed in the full eDM with CTA links at every segment to drive the audience to the campaign landing page.
