Westpac – Air Rescue
A primetime documentary about the Lifesaver Rescue Helicopter Service
THE BRIEF – Hero Westpac’s humanity through its sponsorship of Surf Life Saving Helicopter Rescue Service
In recent years the relationship people have with their banks has been shaken. As such the brief was simple; we needed to breathe life into Westpac’s brand positioning (“Australia: Proudly supported by Westpac”) and really hero their longstanding sponsorship of the Surf Life Saving Helicopter Rescue Service.
OUR IDEA – A 6-part primetime TV series
The Westpac Life Saving Helicopter Rescue Service offers a vital lifesaving service to people of Australia. Founded in 1973, the non-profit organisation is the longest serving search and rescue helicopter service in the world. It covers hundreds of thousands of square kilometres of treacherous Australian terrain.
The sponsorship of the Surf Life Saving Helicopter Rescue Service is a true asset to Westpac and, as such, offered a great opportunity for the brand to create and strengthen relationships with its audience.
We created a six part 30-minute primetime free-to-air TV series following the work and crew of the service as they helped those in need throughout Australia. Through showcasing the skills of the experienced pilots, crew and paramedics the series gave viewers an opportunity to see just how Westpac has been supporting Australians in crisis for over 40 years.
THE RESULT – Viewers saw how Westpac has a positive impact on people’s lives
The show average 1.4 million viewers nationally, winning its time slot. It rewrote the observational genre and enjoyed some great results, including generating more than $2.2million in PR value.
The real result however was allowing viewers a glimpse into the lives of the heroes whose job it is to help save those in need, thanks to the continued commitment from Westpac. Social media sentiment soared following the airing of the shows.