Episode 14: Scarily Good Marketing: Westpac’s Creative Comeback

When was the last time a bank ad made you smile, or even think twice before spending? In this episode of Canned, hosts Ben van Rooy (Human Digital) and Steph Quantrill (Cue Marketing) sit down with Allie and Georgia from Westpac New Zealand to unpack how a bank known for caution turned heads with scarily creative campaigns. From hangover drinks to haunted houses, this episode proves finance marketing doesn’t have to be boring. 💡 What You’ll Learn in This Episode • Turning Financial Education into Entertainment How Westpac’s marketing team made topics like credit cards and spending habits engaging for Gen Z. • The Power of “Edutainment” in Banking Why blending financial literacy with humour and creativity builds long-term brand consideration. • Behind the Scenes of “Avoid a Black Friday Hangover” Inside the TikTok-led campaign that encouraged smart spending — not just more spending. • Creating the “House of Credit Card Horrors” How Westpac transformed credit anxiety into a spooky, shareable experience — complete with live actors and jump scares. • Building Trust with a Risk-Averse Brand Navigating stakeholder nerves, risk appetites, and creative sign-offs inside a big bank. • Measuring the Impact of Creative Courage How the team linked impressions, engagement, and education metrics to real business outcomes. • The Role of Agencies in Bold Ideas How collaboration between Saatchi & Saatchi, Spur, and Westpac’s team brought cinematic creativity to banking. 💬 Bonus Nuggets 🧠 Brain fuel, not booze: The team literally brewed a “spending clarity” drink with Kiwi brand Ārepa. 🎭 Spookers came to play — professional scare actors helped bring the “House of Credit Card Horrors” to life. 📱 The campaigns found Gen Z where they live: TikTok, YouTube, and TVNZ OnDemand. 💬 The phrase “financial hangover” landed hard — tested insights showed it resonated across age groups. 🏆 Expect to see these campaigns on next year’s award circuit. 🎧 Why Listen? If you think banking marketing is all interest rates and fine print, this episode will change your mind. Banking Gets Brave is a masterclass in turning dry financial topics into relatable, culture-driven storytelling. Whether you’re in finance, B2B, or just want to see how bold creative thinking can thrive in a conservative industry, you’ll walk away inspired (and maybe a little scared) to push your next idea further. 🕒 Chapters 00:00 – Welcome to Canned Ben and Steph introduce the episode and guests from Westpac NZ. 01:00 – Meet Allie & Georgia How they collaborate across propositions, campaigns, and creative execution. 02:30 – The Birth of “Avoid a Black Friday Hangover” Identifying a Gen Z opportunity in financial wellbeing and impulse spending. 05:00 – TikTok Meets Financial Literacy Why Westpac chose social-first storytelling to educate without preaching. 09:30 – From Screens to Stores Partnering with Ārepa and MediaWorks for a real-world activation. 12:00 – Balancing Creativity and Compliance How the team won internal support for an education-led campaign. 18:00 – Enter the “House of Credit Card Horrors” Transforming credit fear into an immersive, horror-inspired experience. 23:00 – Inside the Haunted Activation Spookers, Spur, and how to run a safe, scary live event. 28:00 – Amplifying the Experience Social sharing, earned media, and turning an activation into content gold. 33:00 – What the Data Revealed Surprising insights into Gen Z credit behaviour and what they learned. 36:00 – Final Thoughts The case for creative bravery in banking — and a hint at awards to come. 38:00 – Ben & Steph Wrap Up Reflections, favourite banks, and a teaser for next week’s episode on TMC Marketers Day.

There are no comments yet.

Please log in to write the first comment.