Objectives
- Create a positive brand association for Westpac Banking Corporation using music as key driver
- Promote Fee Free banking to Students
- Drive students online with links to Fee Free banking site
- Create property with longevity for year round activity
Activity
- Created ZILCH brand and supporting website
- Tour top 3 Australian DJs to 6 largest cities
- ZILCH.com.au Ministry of Sound club tour - event free to students
- Students required to go to ZILCH.com.au to download e-ticket which was then exchanged for security ticket
Communication
- Online ads
- Student and Street ads and PR with giveaways and interviews
- Posters, postcards and flyers in Student Unions
- Branding at events: CD’ s, T Shirts, gobos
Results
- 11% uplift over previous years new account results
- Over 13,000 online registrations
- Over 8,000 people at events
