CHALLENGE
Young Australians don’t like talking about money, so when Westpac wanted to tell them about their innovative banking app, we needed to do it in a way that took the ‘awks out of the conversation’.
SOLUTION
We headed to where all good conversations start – social media – developing a first-of-its-kind quiz that asked young Australians about their money mindset. Whether they are a spender, saver, planner or a few other money related personas. No matter your money mindset, the quiz recommends the perfect banking app tool for your persona.
But this is no ordinary online quiz! Money Mindset is built using Meta’s Infinite Window technology, a new social format created for gaming like experiences. These type of digital experiences usually require a downloadable app, but with Infinite Window the immersive quiz runs instantly in Instagram enabling deeper engagement.
IMPACT
Money Mindset gathers important user data enabling Westpac to better understand the financial needs of young Australians, ultimately helping the bank deliver better advertising across Meta.
Westpac is the first financial institution in the world to use Infinite Window, so Meta is using Money Mindset as a test case to measure effectiveness. The digital experience will run throughout 2024 with results and learnings published early next year.
Money Mindset is part of a broader banking campaign (led by DDB) to help younger Aussies spend and save better.
