AUCKLAND, Today: Laneway Festival 2026 fans had more than music to chase, with Westpac NZ, Saatchi & Saatchi NZ and Spark Foundry NZ launching Laneway Loot, an immersive campaign built to reward die-hard fans who know every lyric, queue early and live for live shows.
The rollout began with limited-edition posters created with Laneway artist Jack Irvine, placed across high-footfall spots in Auckland, Wellington, Christchurch and Hamilton, intentionally designed to be ripped down and taken home as collectible art.
Most were snapped up within 24 hours, revealing hidden Westpac Laneway ads underneath once removed, while Breakout Room worked with influencers to capture their own ‘art heist’ moments, helping spark buzz and social chatter online.
At the festival itself, the Westpac House zone became a fan hotspot, featuring 30 Loot Lockers filled with exclusive artist memorabilia, festival prizes, custom gift cards and handheld fans for those ready to prove their fandom credentials.
To unlock a locker, festivalgoers had to answer artist trivia correctly, while the standout challenge was mystery Locker #31, which required cracking a code using clues dropped throughout the day onsite and across Westpac’s social channels.
“Laneway Loot is a celebration of true fans – giving music lovers the chance to take home more than memories.” – Sarah Williams, Westpac NZ Chief Marketing Officer
The prize for solving it was an all-expenses-paid trip for two to Laneway Melbourne the following weekend, raising stakes and keeping fans actively engaged across both physical and digital touchpoints.
“Laneway Loot is all about tapping into true fandom. From looting collectible posters and merch, to cracking a locker code, we wanted every touchpoint to feel like a reward for those who live and breathe their favourite artists,” said Lee Sunter, Executive Creative Director at Saatchi & Saatchi NZ.
Fans who secured loot were encouraged to share their wins online for another chance to score prizes, while the Locker #31 winners will document their Melbourne experience for Westpac’s channels, extending the campaign beyond the event.
“We’re passionate about creating unforgettable experiences for our customers, in a way they might not always expect from a bank. Laneway Loot is a celebration of true fans – giving music lovers the chance to take home more than memories,” said Westpac NZ Chief Marketing Officer Sarah Williams.
The activation follows Westpac’s recent House of Credit Card Fears experience, reinforcing its push toward bold, engaging brand moments designed to connect with audiences well outside traditional banking spaces.
Share this Post
