Build awareness and consideration for Westpac Youth Savings by connecting the brand with Gen Z through a culturally relevant live-music experience.
Our Solution
Ruel Live in Nova’s All Ages Red Room, presented by Westpac
Finance isn’t usually what excites teens. Independence, freedom and unforgettable firsts are. Westpac needed a way to connect Youth Savings to that feeling, showing up authentically in youth culture rather than simply talking about money.
Through the first-ever All Ages Nova’s Red Room with Ruel, Westpac became an enabler of incredible firsts. Music, friends and an exclusive live experience turned the idea of independence into something young audiences could experience for themselves, with Westpac at the heart of the moment.
Campaign Performance
4.6m
people reached
aged 13+
5.3k
landing page views
63% above guarantee
A Closer Look
WESTPAC X NOVA'S RED ROOM COMMERCIAL
The Takeaway
A credible youth-culture platform can make a financial brand feel relevant without forcing the message, using exclusive access to earn attention and high-frequency media to convert it into reach and action.
