Bursting with the good stuff
How a compelling launch idea built awareness, excitement and understanding of Westpac Rewards – transforming a complex program into something customers could instantly recognise and value.
THE CHALLENGE
Westpac rewards were valuable – not visible
Westpac’s rewards ecosystem spanned multiple products, benefits and experiences. And while the value was real, it was fragmented and poorly understood – limiting customer awareness, excitement and usage.
In a crowded loyalty market, Westpac needed to:
- Bring clarity to a complex program.
- Create a single, recognisable rewards story.
- Reassert its commitment to rewarding customers meaningfully
This was all about making existing value unmistakable.
THE OPPORTUNITY
Create a unifying rewards proposition that customers could feel
The opportunity was to launch Westpac Rewards with a clear, energising idea that:
- Unified multiple reward mechanics under one banner.
- Shifted perception from ‘points’ to tangible value.
- Worked seamlessly across mass media and 1:1 customer channels.
THE idea
Bursting with the Good Stuff
We created a bold, playful platform that reframed Westpac Rewards as something abundant, generous and genuinely rewarding.
Rather than focusing on individual offers, 'Bursting With the Good Stuff' presented rewards as a rich ecosystem – full of benefits customers could access.
The tone was confident, optimistic and human – designed to stand out in a category often dominated by fine print and functional messaging.
The approach
Impact at scale, and relevance at the individual level
A distinctive visual and verbal identity brought the platform to life across outdoor, digital and owned channels.
Large-scale OOH and digital media built broad awareness and excitement.
Personalised 1:1 customer communication reinforced relevance, showing customers what rewards meant for them.
Messaging remained consistent across touchpoints, ensuring recognition and reinforcement rather than repetition.
Every execution worked to answer the customer question: 'What’s in it for me?'
The outcome
A clear, energised rewards proposition
The launch successfully:
a previously scattered rewards offering into a single, customer-facing program.
awareness and excitement around Westpac Rewards.
Westpac’s commitment to rewarding loyalty, not just transactions.
a rare positive standout in a highly competitive banking category.
WHY IT MATTERED
By turning complexity into clarity, 'Bursting With the Good Stuff' helped reset how customers perceived Westpac’s Rewards.
The program laid the foundation for:
- Stronger ongoing engagement.
- Increased utilisation of rewards features.
- A more confident, value-led relationship between Westpac and its customers.
