MediaCom & Westpac launch #UnstoppableSquad to inspire millennials to be unstoppable
Social led campaign to showcase inspirational Aussies living unstoppable lives| April 1st, 2016
Partnering with Westpac, MediaCom has introduced the #UnstoppableSquad; a national social led campaign created to drive consideration and affinity for Westpac bank among Australian millennials.
The #UnstoppableSquad consists of three inspirational individuals who throughout the campaign will share their own experiences through online video posts, showing millennials how to become unstoppable when it comes to their own lives and finances.
Forming part of the ‘Experience Economy’ group, millennials spontaneously spend their money by splurging on experiences and passions instead of materialistic possessions. Their ability to upload and share their experiences enhances their value amongst other millennials. This insight led to the campaign’s key strategy: to show how every day Aussies are living unstoppable lives in a bid to inspire others to have the confidence to follow their dreams.
From different backgrounds, Stefan, a film director, Vanessa, a hip hop dancer and Hannah a business owner were chosen to form the #UnstoppableSquad and have shown how they live their inspirational lives without traditional boundaries. The content produced by MediaCom’s specialist division, MediaCom Beyond Advertising (MBA), tells their effervescent stories during their adventures in Australia, Africa and the USA. Showcasing the unafraid, unguided, uncensored and unknown lives of these Aussies, Westpac poses the question of “What does it mean to be Unstoppable in 2016?” to millennials.
Gemma Hunter, Executive Creative Director and Head of MediaCom Beyond Advertising said, ““This whole thing started when we considered; no good story ever started with I’m saving up for… We knew the most qualified people to be talking to millennials were other millennials. We didn’t chase people with the biggest social following, this was about everyday Aussies and letting them share their unscripted stories. The beauty in this approach is that it’s so simple.”
Launched nationally, #UnstoppableSquad see’s the first integration of Westpac on Tumblr, http://westpacau.tumblr.com/ and also includes other social channels such as Facebook, Instagram, YouTube and Snapchat.
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