Promoting a closer customer relationship

Westpac Banking Corporation

Westpac is Australia's first bank and currently one of its four largest.

In 1995, the bank undertook a major television and in-branch campaign promoting the bank as offering a 'one step' financial solution. To support the campaign, the bank needed customer communications providing a 'gateway' for customers to think about their need for day-to-day banking, savings, investments, retirement planning and insurance.

Rob was invited to write several key publications for in-branch display.

The brief called for text to be written in a distinctive style—first person narrative. The strategy was to help readers engage more personally with the issues and to position the bank as an integral part of the customer's life: 'my bank'.

Rob says, 'Westpac wanted to ensure the text reflected real life experience. So I interviewed several Westpac Financial Consultants and used stories of their clients to build relevant, but fictional, scenarios.'

The campaign was regarded by the bank as highly successful.

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