News

Westpac gives away free cash through live codes ‘hidden’ in online campaign ads

A social media content campaign by Westpac has seen the bank give away $40,000 by using live codes in adverts which customers could actually use to withdraw cash.

The promotion for Westpac Get Cash, developed by DDB Australia, hid six-digit figures in plain- sight during a series of web films. When customers who might have just been trying their luck punched the code into any Westpac ATM, they were rewarded with real money in amounts from $50 up to $300.

The Get Cash service is designed for people who need cash but do not have access to their account cards.

The “offbeat and self-referential” films, featuring people in financial strife, were broadcast on the Westpac website and seeded via social platforms Facebook, Twitter and Instagram. The bank also used the Snapchat and Periscope apps, which allowed live broadcast from selected Westpac ATMs throughout Brisbane, Sydney and Melbourne.

A statement from Westpac said the challenge was to capture the attention of the Millennial market through the online Get Cash ‘how-to’ tutorials.

DDB Group Melbourne CCO, Darren Spiller, said: “If you’re going to go all-in on social, you need to be original and you need to be bold. Let people discover your message, then reward them for getting involved.”

Elaine Herlihy, head of mass marketing services and Westpac marketing and brand, said: “The mechanics of the campaign were much more subtle than a traditional approach, in that we left it to the consumer to discover the ’rewards’ of paying attention to the online tutorials.

“We credited the audience with having a sense of humour and the curiosity to unpack the message for themselves and we’ve been thrilled by the reach we’ve achieved as a result.”

Westpac claims the campaign reached over 5.5 million viewers on social media during two weeks between July 23 and August 7.

Credits:

DDB:

Darren Spiller – Chief Creative Officer DDB Melbourne

Simon Bagnasco – Executive Creative Director DDB Melbourne

Glen Dickson – Creative Director DDB Melbourne

Chris Andrews – Art Director DDB Melbourne

Chris Hanrahan – Copywriter DDB Melbourne

Simon Thomas – Head of Onscreen DDB Melbourne

Carol Sinclair – Onscreen Producer DDB Melbourne

Marissa Brain – Editor DDB Melbourne

Alex Badham – Editor Freelance

Jimi Woo – Editor Freelance

Damian Dunne – Compositor Freelance

Josh Cameron – Motion Graphics DDB Melbourne

Grantley Hill – Director Sidekick

Marcus Ng – Senior Digital Designer Tribal Melbourne

Charlie Crang – Senior Digital Producer Tribal Melbourne

Milena Marin – Digital Designer Tribal Melbourne

Raksha Shetty –  Web Developer Tribal Melbourne

Simone Blakers – Executive Lead DDB Sydney

Kristofer Taylor – Senior Business Director DDB Sydney

Angela Smith – Business Director DDB Sydney

Billie Hutchison – Business Director DDB Sydney

Nina Godinho – Business Manager DDB Sydney

Jess Glass – Business Manager DDB Sydney

Zac Messih – Business Coordinator DDB Sydney

Craig Bailey – Creative Partner DDB / RAPP Sydney

James Legge – Digital Programme Director DDB / RAPP Sydney

Damien Eames – Digital Planning Director DDB / RAPP Sydney

Sean O’Byrne – Senior Social Strategist DDB / RAPP Sydney

Margaret Sevenjhazi – Social Content Producer DDB / RAPP Sydney

Photography Christopher Tovo

Music and sound

WESTPAC:

Elaine Herlihy, Head of Marketing and Brand

Geoff Ikin, Head of Mass Media

Bella Howe, Senior Advertising Manager

Loren Elsegood, Senior Advertising Manager

Brad Pidgeon, Head of Social Media

Sophie Broad, Social Media Manager Wesptac

Carly Boyle, Senior Manager, Mass Media

Karen Ganschow, General Manager, Customer Relationship Marketing & Digital

Amy Zancanaro, Product Manager, Everyday Banking

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