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Westpac emphasises content in latest 'help' campaign

Addressing separation is the latest customer moment to be tackled by Westpac in its latest marketing campaign

Content is leading Westpac’s latest marketing campaign aimed at helping customers better manage their financial situation after separating from a partner.

The latest iteration of the banking giant’s ‘help’ campaign focuses on the issue of separating from a partner and is part of an ongoing efforts to focus on key customer moments and milestones. The all-channels campaign tells the story of an Australian family going through such a separation from the perspective of a young boy.

Key to the campaign, which launched on 10 March nationally across TV, print, digital, out-of-home and social, is a digital content hub, which houses a selection of checklists, resources and information articles and videos produced in partnerships with divorce experts. There’s also information on Westpac products and initiatives such as payment relief and low-interest funds available to those trying to get their now individual lives in order.

Topics include rebuilding financial security, protecting your business, understanding settlements and privacy.

The work has been produced in partnership with DDB Australia. Westpac Group head of brand, advertising and media, Jenny Melhuish, noted 49 per cent of people put off looking into financial matters when they are separating given the difficulties of navigating such waters.

The figure is from a nationwide survey conducted by Westpac across 1014 Australians who have gone through or are considering separation or divorce in the next two years. The survey also found three in five don’t know where to start when it comes to separating from a partner.

“We’ve been developing tangible help for our customers, and our campaign aims to highlight what we can do to relieve financial uncertainty,” Melhuish said.

DDB Australia CEO, Andrew Little, said the continuation of help is clearly reflected in the latest campaign narrative.

“The work that the Westpac team have done to deliver real help to customers going through separation, and their investment in long format storytelling to address an important issue, is remarkable,” he commented.

This week's campaign follows the initial creative refresh of the 'help' campaign undertaken by Westpac in April 2018. In that instance, the group showcased the importance of a helping hand, drawing on its brand promise of helping in the moments that matter.

The next instalment in July then focused on how Westpac was helping those experiencing death, and told the story of a man named Frank who spends his life helping his local community. The ad culminates with his memorial service, in which the community gather to celebrate his life and offer a small gesture of help in support of his widow, Beverley. 

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