Westpac

City2 Series Sponsorship

The Problem

City2Surf sees 80,000 runners coming together for the biggest fun run in the world. While City2Surf is Westpac’s biggest sponsorship, they have been struggling to raise awareness of their involvement in the race.

The Conscience Organisation was tasked with developing a strategy that amplified the Westpac brand, challenged the traditional tone and injected the fun back into fun run.

 
 

The Insight

The best kind of fun run is where all walks of life are embraced!

 
 

The Solution

We teamed up with talents Skitbox to create a series of social media videos of hilarious ‘training tips’, bringing the human truths behind each 'runner persona' to life.

The audience was invited to dive deeper in the campaign thanks to an Instagram ‘choose your own adventure’ style quiz, themed Spotify playlists and a partnership with satirical news outlet Betoota Advocate.

The social media campaign was supported by an ATL campaign across OOH, digital and print, using playful messages that encouraged all runners to embrace their own running style.

The funny, unexpected TOV was rolled out on race, through a number of activations and on race messaging, for a full 360 experience.

 

The Results

Through this series of satirical videos and additional content pieces placed across social media we reached over 1.2 million people, with 2.5 million video views and over 6.5 million impressions. With a brand awareness lift of 8.2pts this was a whopping 111% greater than Facebook’s benchmark for financial services and meant that roughly 100,000 people are now aware of Westpac's City2Surf sponsorship thanks to this campaign.

 

Reach (Sydney)

1,200,000

Video Views

2,500,000

 

Awareness Lift

+8.2pts

 
The Conscience Organisation were a pleasure to deal with, challenged our thinking and gave us a creative solution that brought personality and fun to our brand. It’s changed the way Westpac thinks about sponsorships and was one of our most successful campaigns, both internally and externally.
— Pat Cunningham, Westpac (Head of Sponsorship & Events)
 

Want to hit the ground running?

110743_5D_3481.jpg
 

Next Case Study

V Energy: V Fresh

In the energy drink landscape, one defining feature permeated the category: artificial ingredients. Our goal was to reimagine the V Energy offering to increase product consideration and alter the brand’s perception as an artificial drink.