2020 AGRIA Submission - Most Popular Integrated Marketing Campaign: Westpac Group

Join a Grad program unlike any other - For uncommon minds. 2021 Westpac Group Graduate campaign

Our Aim

At Westpac Group, one of our main objectives remains to attract ambitious graduates that are looking for more than just a job. We seek students that want opportunities to accelerate their personal and professional growth and who expect more dynamic pathways to build their careers. In redesigning the 2021 Graduate Campaign, we wanted to capture that energy and excitement felt by students who are applying, wanting to kick-start their career and commence their journey to becoming future leaders.

Diverse talent continues to be celebrated here at Westpac and something we chose to showcase in our new campaign. The unique blend of degree backgrounds that shapes our graduate cohort is truly unexpected; Gamers can meet game-changers; financiers meet futurists and visionaries meet luminaries.

WESTPAC GROUP'S GRADUATE PROGRAM BRINGS UNLIKE MINDS TOGETHER. THE INTERESTING. THE CURIOUS. THE CREATIVE. WITH A RANGE OF UNEXPECTED CAREERS - FROM INVESTMENTS TO INVENTIONS - IT'S WHERE UNCOMMON MINDS MEET.

Our Brand Imagery

Through our re-design, we captured the 'uncommon minds' of our current Graduate cohort: the brand imagery reflects a fusion of these unlike minds.

Our Graduate Website - new additions

Find your perfect fit: With fourteen different graduate programs to choose from, we built an interactive quiz to assist candidates in choosing where their uncommon mind would be best suited within Westpac Group.

Application Toolkit: Students can gain support with their application by checking out our Application Toolkit. Here, they can view the application process step-by-step, watch videos from the Talent Acquisition Team, read insightful tips from our business and also check out the FAQ page. We also had this repurposed into a Digital version for students to access (as shown).

Podcasts

Introduction of Podcast Series: We launched our Grad Squad Podcast Series, featuring our Graduates, discovering what they have to say about life at Westpac and their exciting experiences.

Our Promotional Assets

For Career Fairs and Campus Engagement

Pull-Up Banners

Promotional Brochures (front and back)

Promotional T-shirts (and the use of our Graduates!)

For Social Media

LinkedIn

Creation of #foruncommonminds hashtag for use throughout campaign

A series of targeted LinkedIn posts going live throughout the campaign, displaying our new imagery and tag line. Our video post attracted 52,385 views. Our scheduled posts generated circa 1900 website visits.

For Facebook

In partnership with GradConnection, a series of Facebook posts were scheduled throughout our application window (reach and engagement numbers listed)

For general marketing use (circulated with university career centres and student societies)

Digital banners

GIF Sequence 1

GIF Sequence 2

For Internal Use

Digital poster for internal platforms

Awards

Westpac Group were fortunate to win GradConnection's 'Most Popular Banking, Finance and Insurance Employer' for 2020.

Appreciate