Westpac Bank wanted to demonstrate their brand promise - ‘help in the moments that matter’ - by helping small Australian communities devastated by bushfires & struggling because COVID-19 had stopped tourist dollars.
Postcards recreating infamous moments from the bush fires were sent to bank staff, inviting them to visit the affected regions. On the front was a debit card, loaded with $150 AUS. Using geo-fencing technology, the cards could only be activated in the regions featured. Removing the debit card revealed a beautifully rehabilitated landscape that would one day return.
With tens of thousands of dollars distributed on these cards, the impact of visitation to these smaller communities was enormous.
Source: Caples, 2021
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