Westpac New Zealand has launched new communications platform ‘Closer’ with a campaign by Saatchi & Saatchi NZ, Spark Foundry NZ and Digitas NZ.
‘Closer’ reflects Westpac’s commitment to deeper connections that recognise the people, purpose and ambition behind every business, says the bank.
Westpac New Zealand CMO Sarah Williams says: “In a category that talks a lot about backing businesses, Westpac wanted to show that we are committed to backing the human behind the business. Our Westpac business team have a strong combination of expertise, tailored solutions and trusted support – we’re here to help businesses get closer to what matters most.”
Always making moves
The campaign is built around a business owner named Maria. It follows her as she goes through all the emotional ups and downs of owning a business. In the launch film, she celebrates the approval of a loan with her business partner, Frank. Across social and OOH, she navigates a range of emotions, through quiet patches and busy days to hard-earned wins.
‘Closer’ shows that business owners, regardless of their goal, must always be making moves. This includes seeking growth opportunities, adapting to external pressures like AI advancements, economic fluctuations, or legislative changes.
“We’re all used to seeing ideal versions of business,” says Saatchi & Saatchi New Zealand executive creative director Lee Sunter.
“Refreshingly, our partners at Westpac were as keen as us to lean into the emotional side of running a business, the human side. All brought to life beautifully by our director, Dani Pearce of Good Oil Films and photographer Al Guthrie.”
Just the beginning
Spark Foundry NZ led media strategy and planning across TV, radio, outdoor, digital video, display and social.
Digitas NZ ran CX workshops with Westpac stakeholders to emulate the relationship-managed experience. They redesigned the information architecture and SME homepage, rolled out targeted eDM lifecycle micro-journeys.
This aims to connect businesses more directly with the advice, tools and support they need.
The campaign was launched for customers through a reimagined eDM newsletter with conditional-limit offers for fast-track lending.
Westpac NZ says this is just the beginning for the ‘Closer’ platform, with partnerships, content series and projects underway.
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