AUCKLAND, Today: Westpac NZ has teamed up with Publicis Groupe NZ to launch a bold new campaign introducing dynamic three-digit card security codes that refresh every 24 hours—making life a lot harder for fraudsters.
The campaign goes full ‘mission impossible’, with oversized codes suspended in a concrete warehouse, then blown up in slow motion to highlight just how disruptive the tech is for scammers.
Westpac NZ CMO Sarah Williams says, “I’m excited that we’re turning invisible security into something you can’t miss! We’re investing heavily across our business to help fight fraud and scams.
“This campaign brings to life how we’re looking out for our customers, giving them that extra confidence to feel safe while shopping online.”
“We’ve had a lot of fun making it not so, creating something visually spectacular to grab attention and stand out in the bank ad space.” – Steve Cochran
To match the daily refresh in Westpac’s app, a fresh ad—and code—dropped every 24 hours during launch week, each one shaped like everyday items like jackets, perfume bottles, and ceramic mugs.
Steve Cochran, CCO of Saatchi & Saatchi NZ says, “Online card security codes could be a very rational and dry subject to talk about. We’ve had a lot of fun making it not so, creating something visually spectacular to grab attention and stand out in the bank ad space.”
The campaign pulled in the full Publicis NZ crew, with Saatchi leading creative, Spark Foundry on media strategy, and Digitas handling content and experience.
Spark Foundry rolled out dynamic placements across AV, outdoor, and social to echo the ever-changing nature of the campaign.
Meanwhile, Digitas NZ crafted the content experience, guiding audiences to Westpac’s site to dig deeper into the feature and how it works.
The campaign continues to run across targeted media channels in the coming weeks.
CREDITS
Saatchi & Saatchi NZ
CEO: Mark Cochrane
CCO: Steve Cochran
ECD: Lee Sunter
ACD: Cece Chu
Senior Creative: Ryan Price
Strategy Director: Brendan Greenwell
General Manager: Annabel Rees
Group Business Director: Aaron Hodgson
Business Manager: Jeannie Grace
Design Director: Shiv Narandas
Intermediate Designer: Laura Cooper
Retoucher: Nick Browne
Media Agency: Spark Foundry NZ
Customer Agency: Digitas NZ
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