Westpac NZ rewards ‘the real ones’ at Laneway Festival 2026 in new immersive campaign
Westpac NZ, Saatchi & Saatchi NZ and Spark Foundry NZ have teamed up to launch ‘Laneway Loot’ – an immersive campaign crafted for true music fans at Laneway Festival 2026. Designed to celebrate die-hard fans – ‘the real ones’ – the campaign rewards those who know every lyric, queue early, and live for the music.
‘Laneway Loot’ kicked off with limited-edition street posters created in collaboration with Laneway artist Jack Irvine. These collectible posters, featuring elements inspired by Laneway’s 2026 lineup, were placed by Spark Foundry NZ in high footfall locations around Auckland, Wellington, Christchurch and Hamilton. These were designed to be ripped off and taken home – with the majority claimed within 24 hours. Beneath each poster was a Westpac Laneway poster ad, revealed only when the art was claimed. Breakout Room, Publicis Groupe’s creative content specialists, coordinated with influencers to document their own ‘art heist’ moments, sparking buzz across social media.
At the festival, the Westpac branded Laneway Zone, ‘Westpac House,’ became the ultimate destination for fans. Inside, 30 ‘Loot Lockers’ held exclusive Laneway artist memorabilia and festival-themed prizes, including custom-designed gift cards and handheld fans. To unlock a locker, participants had to prove they were a ‘real one’ by answering artist-related questions. The crown jewel was mystery Locker #31 – festival goers had to crack the artist related code, with clues dropped throughout the day at the festival and on Westpac’s social media. The prize: an all-expenses-paid trip for two to Laneway Melbourne the following weekend.
Fans who scored loot were encouraged to share their wins on social media, with Westpac offering $50 prepaid cards for posts that were reposted. The winners of Locker #31 are set to document their Melbourne adventure for Westpac’s channels, keeping the hype alive post-event.
Westpac NZ Chief Marketing Officer Sarah Williams said, “We’re passionate about creating unforgettable experiences for our customers, in a way they might not always expect from a bank. Laneway Loot is a celebration of true fans – giving music lovers the chance to take home more than memories.”
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