, a New Zealand bank with 200 branches and 5,000 full-time employees, was seeking to overcome a perception that it wasn’t a mobile banking leader.
In a competitive environment, it urgently needed to reposition itself. So it launched the Westpac App Challenge, a crowdsourced competition to create mobile banking apps—the first bank in New Zealand and Australia to do so.
Because of its successful and innovative campaign, Westpac scores with a win in the Best Mobile Strategy category of Ragan’s 2014 PR Daily Awards.
Westpac called on New Zealand developers and designers to identify a pain point for bank customers, then create a mobile app to make it easier, faster, and safer for customers, the bank reports.
In addition to a social media push, Westpac engaged key influencers through a road show to visit seven universities and a meet-up at the head office. Key influencers were impressed and could not believe Westpac was allowing winners to retain the intellectual property.
The challenge reached an overall audience of more than 2.5 million people through traditional media and online and social media. Outlets as far away as the United States, the Netherlands, Canada, and the U.K. covered the contest. The result was three winners.
“While we planned to choose two ideas, the final entries were such high quality three were selected and are now in production to bring to market,” Westpac reports.
Chris Mirams, external relations manager, and Luke Parker, communications executive, led the campaign.
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