communications and digital
Westpac partnered with Mecca in the first of its kind, immersive beauty experience, bringing positive and empowering messages around saving to millennial and Gen Z beauty junkies! We designed a creative concept that seamlessly merged Westpac into the fun and glitter of MECCALAND, creating an unforgettable experience for an audience that demanded next level interactivity and photographic immersion.
#BeautyofWestpac reinvented the bank through beauty iconography in an entirely gamified space. We took bank icons - an ATM and vault - and glamourized them. Beauty junkies entered our fantastic vault, designed in collaboration with Gloss Creative, and were met with the message ‘Saving is Sexy’ coming to life through set design, signage and Melbourne drag queen Karen from Finance! The beauty ATM dispensed ‘dough’ with a Westpac payment wearable bracelet to our savers.
On social we promoted two on ground share to win competitions. The total organic Instagram user reach of the #BeautyOfWestpac tag was almost half a million people (494,500) - and the instant win competition on Instagram saw almost a fifth of attendees use #BeautyOfWestpac in their posts (989 posts).