Westpac NZ has partnered with Publicis Groupe NZ’s connected platform of agencies to launch a new campaign for its dynamic security codes that aim to better combat fraud.
In March this year, Westpac launched dynamic three-digit codes for credit and debit cards. The codes refresh every 24 hours and can be found in the Westpac One app.
Making invisible security unmissable
Saatchi & Saatchi NZ, Spark Foundry NZ and Digitas NZ all worked on the campaign, which features the codes as oversized numbers suspended in a concrete warehouse that detonate in slow motion.
Westpac NZ chief marketing officer Sarah Williams says, “I’m excited that we’re turning invisible security into something you can’t miss! We’re investing heavily across our business to help fight fraud and scams. This campaign brings to life how we’re looking out for our customers, giving them that extra confidence to feel safe while shopping online.”
To reflect the feature’s daily code refresh in Westpac’s digital banking app, a new ad dropped every 24 hours throughout launch week. Each code was modelled on a commonly purchased item, including puffer jackets, perfume bottles and ceramic kitchenware.
A visual spectacle
Saatchi & Saatchi NZ CCO Steve Cochran says, “Online card security codes could be a very rational and dry subject to talk about. We’ve had a lot of fun making it not so, creating something visually spectacular to grab attention and stand out in the bank ad space.”
Moving and still images for the campaign were created by Kiwi production company Assembly. Director Jonny Kofoed says, “It’s not often you get to create an explosion in advertising, and suddenly we were being asked to do five. Our guys almost exploded with excitement.
“Explosions are a tricky and specialised CGI art, not for the faint-hearted, we just luckily happened to have the perfect team at the perfect time.”
Spark Foundry NZ led strategic media planning, deploying dynamic channels with change outs across AV, outdoor and social formats. Digitas NZ led customer experience and content design, bringing the campaign to life by directing audiences to the Westpac website for a deeper understanding of the feature. The series will continue running across targeted channels over the coming weeks.
The post Westpac and Publicis’ self-destructing codes highlight new security measures appeared first on stoppress.co.nz.