Westpac NZ’s new campaign taps into hopes and bugbears

Westpac New Zealand has launched a new campaign tapping into people’s money hopes, dreams and bugbears.

Titled ‘Collective thought’, the campaign forms part of Westpac’s ‘Together greater’ brand platform and draws on new research commissioned by the bank.

A national survey of 522 people, conducted earlier this month on research platform Ideally, found that 39% feel uncomfortable splitting the bill when someone has ordered significantly more than others. Meanwhile, 32% said they feel uncomfortable when one person isn’t drinking alcohol while everyone else is.

Nearly a quarter (23%) said they are always uncomfortable splitting the bill, while just 13% said they are always happy to split it evenly.

Westpac NZ chief brand and marketing officer Sarah Williams says the new campaign leans into the collective thoughts we all have.

“Money remains an uncomfortable topic for many of us, but talking about the way we feel often reveals that we’re not alone.

“From feeling pressured to keep up with your friends through to worrying if you can afford to have a baby or inwardly groaning when someone says, ‘Let’s split the bill!’ The chances are if you’re thinking it, other people are too.”

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The survey also highlighted the impact of “friendflation”, with many New Zealanders struggling to keep up with their friends financially. One in four people said they had made up an excuse to avoid admitting to friends that they couldn’t afford to attend an event.

Williams says the campaign reflects Westpac’s commitment to helping Kiwis manage their finances and achieve their goals.

“We’d love our new campaign to encourage people to talk more openly about money.”

Westpac NZ’s creative partner Goldilocks led the production and direction of the campaign’s TVC and wider rollout.

Goldilocks chief creative experience officer Dan Wright says it’s exciting to have the campaign now live in market.

“We wanted to lean into the fact that most people’s relationship with money is a bit messy – we’re not all ticking off financial milestones one by one.”

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