Bereavement was the first of westpac's ‘Life Moments’ campaign. Research unveiled that there are significant life moments when customers consider switching or staying with their bank. The birth of a child, the death of a parent, love & marriage, heartbreak & divorce. In these moments people don’t come to banks for products, they’re looking for an outcome.
With this in mind, Westpac was willing to revaluate their entire creative and media strategy. To separate themselves from the other banks, Westpac highlighted key financial moments which other brands are generally too afraid to confront; starting with losing a loved one, which happens to be one of life’s most complex financial moments. What followed was Frank.
With this in mind, Westpac was willing to revaluate their entire creative and media strategy. To separate themselves from the other banks, Westpac highlighted key financial moments which other brands are generally too afraid to confront; starting with losing a loved one, which happens to be one of life’s most complex financial moments. What followed was Frank.
