Westpac promotes its CashNav smartphone app in new ‘Spendonyms’ campaign via DDB NZ
Westpac has launched a new campaign to support its latest initiative, an innovative smartphone app called CashNav via DDB NZ.
The CashNav app tracks people’s spending and bill payments, grouping spending into easily digestible categories. Within a few days of the soft launch on Sept 5 CashNav was already the number two free app on the NZ App Store, and the number two new free app on the NZ Google Play Store for Android.
Designed to help Westpac customers do more with their money, CashNav is the first integrated app in New Zealand to track finances and deliver spending insights. To get users on-board with the new app, DDB has rolled out a multi-layered “Spendonyms” campaign, intended to show Kiwis that the money you spend on non-essentials could be your ticket to Fiji (Coff-fiji), that car you’ve been eyeing up (Burg-car), or tickets to the big game (Chug-by).
DDB executive creative director, Shane Bradnick, says the Spendonyms campaign takes a fun, urban dictionary approach to the relationship between small daily expenses and our slightly bigger savings goals.
Says Bradnick: “The idea borrows from the tradition of word blends. 
Everyone knows what it’s like to feel ‘hangry’ — hungry and angry. Catchy Spendonyms like ‘Coff-fiji’ help you realise you’re not just drinking a flat white, you’re drinking part of 
your Fiji fund.”
Says Oliver Lynch, head of brand and marketing, Westpac: “We’re really excited about the CashNav app and how it’s already being received and used by our customers. The Spendonyms campaign was a masterstroke in explaining the value of the app to people in terms they can easily identify with. It’s not preaching at you and telling you to scrimp and save, it’s saying ‘hey, you can buy those shoes you want, with the money you have — here’s how.'”
The campaign is supported by online video content, online banners, outdoor, social and activations. There will also be ambient advertising on chopsticks and takeaway cups in selected sushi and coffee shops.
Client: Westpac
Agency: DDB New Zealand
Production Company: Assembly
6 Comments
Nice.
Punishing
Shit-House
(n.) New work for Westpac.
cute C-
this brief is a shit sandwich, anyone can see that.
Funny how the haters above can’t even come up with an original hate post.
Go figure.
Hope none of Westpac’s customers sell coffee, burgers or sushi for an honest living…