Westpac
Lectern Rock
The background:
Westpac Business Bank was looking for a way to increase the depth of their relationship with small-medium business owners.
The insight:
Small business owners are isolated, often without a valued business source to share dreams, aspirations and visions. In order to deepen a relationship we set out to create an “experience” whereby the business banker could create an environment for a more emotive discussion with the customer.
The strategy:
Through the medium of theatre we encouraged Westpac customers to think about the world and their business in a different light.
The idea:
Lectern Rock. The 90 minute show premiered at the Malthouse in July 2008 and has since toured theatres across Australia. The show, which is part theatre, part rock show is about defiance. It is a business understanding that believing in something is the first step towards creating a powerful brand.
The results:
The small-medium business owners have provided excellent feedback about the show. They feel Lectern Rock has provided them a catalyst to connect with their customers on a deeper level and position their businesses to ‘Stand for Something’ in the market.
