Branded entertainment is still a relatively new area in Australia. Brands tend towards sponsoring shows in which they can integrate their message. There have been a handful of fully ad-funded shows in market, none of which have been broadcast in primetime. There are no legal restrictions for the 3 free to air channel groups other than regulating programming to appropriate audiences, such as adult content after 7pm.

We did something never done before in Australia.

We devised, designed, and produced a TV series that was broadcast, at primetime, on Australia’s biggest TV network:

AIR RESCUE

The show followed the men and women of the WLRHS. All the action, as it happened, using stunning new visual and narrative-based methods including 12 Hero3 Go-Pros mounted across choppers and crew.

Air Rescue launched on Channel 7 supported by promos across the network (negotiated with Channel 7 at no cost to Westpac).

Throughout all of this, were Westpac branded helicopters and pilots using “Westpac 1” and “Westpac 2” call signs. Priceless, subtle and powerful brand communication.

Air Rescue was the first ever fully ad-funded series to air on Australian prime-time TV and it delivered beyond all expectations:

Audience Delivery:

• At some point during the campaign period over a quarter of the entire population of Australia tuned in to watch the show.

• In total over the 6 weeks it was No.1 in its timeslot.

• The average audience across the 6 weeks was 1.41 million viewers.

Impact on Brand Measures: (source: MillwardBrown)

• Overall brand consideration increased by 6% during the broadcasting of Air Rescue and jumped an impressive 15% in our target market.

• An extra 25% of people said they would consider Westpac for banking services as a result of seeing Air Rescue.

• Corporate reputation grew 4% to its highest level recorded and jumped 22% against our target market.

• 87% of people said Air Rescue highlighted the role Westpac plays in the community.

Engagement:

• Massive social buzz - the teaser videos alone achieved over 1.69 million Twitter impressions and Facebook had over 2 million unique viewers.

• $2.2 million in PR value.

ROI:

• ROI of 6 x greater media value versus traditional advertising.