Westpac Group asks graduates to ‘imagine your future with us’ in new campaign via Blaze
In the latest graduate recruitment campaign, students get a first-hand look at what their life would be like in the Westpac Group Graduate Program.
The fully responsive website created by Blaze gives a unique look into one of the best graduate programs in the country. Facebook integration provided the opportunity to create an interactive ‘point of view’ video experience of a graduate’s life during one action-packed day in the program.
Says Scott Deakin, creative director at Blaze: “The competition for the best graduate talent in Australia is fierce. We put Westpac group at the head of the pack by creating a digital experience that showed all the great things about the program”.
In addition to the video is the graduate program website which is broken down into 
discipline categories, allowing grads to see where they would fit in and encouraging a wealth of diversity.
Says Karla Palecek, talent brand manager at Westpac Group: “We wanted to deliver the best possible user journey. We got there by turning the traditional model on its head and grouping programs a grad is most suited to based on their discipline and interests. Feedback to date has been really positive. People appreciate the clarity and interactive design.”
Says Casey Aimer, head of digital at Blaze: “With a wealth of program roles available, we created a direct path to any relevant programs based on a student’s area of study and what they’re into. This is a uniquely personal approach for the students, one which opens their eyes to a lot more career options that they wouldn’t have preciously considered.”
The campaign is backed up with other social media strategies including a LinkedIn group where students can talk directly to the talent team and current graduates who are there to answer questions about the Westpac Group graduate program and the application process.
Anna El Ali – Senior Manager, Graduate Programs, Westpac Group
Karla Palecek – Talent Brand Manager, Westpac Group
Mike Boyd – Agency Head, Blaze
Scott Deakin – Creative Director, Blaze
Christian Kernot – Copywriter, Blaze
Katharine Morgan – Designer, Blaze
Casey Aimer – National Head of Digital, Blaze
Marcelleo Ordenes – Web Developer, Blaze
Jessica Saethang – Account Director, Blaze
8 Comments
Action Cam with no Action. Genius.
Why PR this?
Just when you wonder what it’d be like to throw it in and join the corporate world, you see suicide-inducing shit like this and thank fuck you work in advertising.
Oh, simply appalling film-making by the way.
Nope, that doesn’t work, not even slightly..
Have you even looked at content that graduates are engaging with? This is powerpoint in video format.
Such an opportunity missed.
I’m guessing the highlight of the campaign isn’t the video but the facebook integration.
This is a joke, right?
Neat
Even though its been done before, it could have been much better… if the job itself had any actual appeal. Although that being said, us ad moles might berate it, but students will probably love it. Which is the point, I guess