Kids’ savings had been done. We needed fresh turf.

The answer? Rewind to the source of being able to save in the first place: earning. The workers? Kids. The employer? Parents, paying kids their first ‘wages’, for chores done. Creative supported this with:

- The name Pay Pig about getting paid, not just saving.

- Dual parental/child UX for earning and learning.

- A kid-friendly channel the household smartphone.

Westpac snared new, financially savvy customers for life. Plus, they were seen to be teaching kids a valuable financial lesson that aligned with their ‘Hero-Sage’ brand archetype.

Since launch the app has achieved:

- 310 downloads a day since launch with zero promotional budget

- More than 40 pieces of earned media across print, online and broadcast

- An earned media value of over $846,425

- Money Magazine Best of the Best award

- 3x Gold Midas ingots

- a 5-star rating and featured ‘app of the week’ at the App store

“I love that this app easily shows kids the value of money, finally something kid friendly from a bank. Well done Westpac.” (Customer review on the iTunes store)