Westpac launches #UnstoppableSquad to inspire millenials to be unstoppable via MediaCom
Partnering with Westpac, MediaCom has introduced the #UnstoppableSquad; a national social led campaign created to drive consideration and affinity for Westpac bank among Australian millennials.
The #UnstoppableSquad consists of three inspirational individuals who throughout the campaign will share their own experiences through online video posts, showing millennials how to become unstoppable when it comes to their own lives and finances.
Forming part of the ‘Experience Economy’ group, millennials spontaneously spend their money by splurging on experiences and passions instead of materialistic possessions. Their ability to upload and share their experiences enhances their value amongst other millennials. This insight led to the campaign’s key strategy: to show how every day Aussies are living unstoppable lives in a bid to inspire others to have the confidence to follow their dreams.
From different backgrounds, Stefan, a film director, Vanessa, a hip hop dancer and Hannah a business owner were chosen to form the #UnstoppableSquad and have shown how they live their inspirational lives without traditional boundaries. The content produced by MediaCom’s specialist division, MediaCom Beyond Advertising (MBA), tells their effervescent stories during their adventures in Australia, Africa and the USA. Showcasing the unafraid, unguided, uncensored and unknown lives of these Aussies, Westpac poses the question of “What does it mean to be Unstoppable in 2016?” to millennials.
Says Gemma Hunter, executive creative director and head of MediaCom Beyond Advertising: “This whole thing started when we considered; no good story ever started with I’m saving up for… We knew the most qualified people to be talking to millennials were other millennials. We didn’t chase people with the biggest social following, this was about everyday Aussies and letting them share their unscripted stories. The beauty in this approach is that it’s so simple.”
Launched nationally, #UnstoppableSquad see’s the first integration of Westpac on Tumblr, http://westpacau.tumblr.com/ and also includes other social channels such as Facebook, Instagram, YouTube and Snapchat.
6 Comments
Client, agency and whole industry should be ashamed.. It’s like a parody.
I watched the Teaser and Vanessa’s video and I just don’t get what the point is, what it means and what it has to do with a bank?
Umm, I wonder if anyone at the client realises that this is a blatant rip off of the Nutri Grain Unstoppable series concept (https://www.youtube.com/playlist?list=PLVRRCp_Bk5xUEccoJHJdtgULQpep0NKTi), which was awesome by the way. This Westpac video is why media agencies should not be creators.
See, media companies can do creative. Well done MediaCom. Can’t wait to see what they do next.
“no good story ever started with I’m saving up for…”
Since when? Fuck me we feed ourselves a lot of lies.
I love it. Great simple and down to earth.