Westpac
NRLW
+7%
Awareness
(From 55% to 59%)
+6%
Consideration
(From 32% to 34%)
+17%
Brand Preference
(From 14% to 17%)
+9%
Booking Intention
(From 12% to 13%)
The Challenge
Long-term financial topics feel abstract and inspire low-engagement for women aged 16-55. Westpac needed to build preference by making future-self thinking feel personally relevant, not rational. The challenge: how do you connect financial decisions to what people actually care about? How do you move an audience from the Casual stage - aware they should plan for their financial future but feeling disconnected - to Committed engagement?
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The Insight
If financial empowerment could connect to the sports mindset - small actions building toward future reward - people would engage. They needed Purpose, not product features. They needed to see financial decisions as part of their personal growth story, just like the athletes they admire.
The Idea
Westpac became a Halo enabler, connecting the passion for women's sport to long-term financial empowerment. Through athlete storytelling they delivered the message that building your financial future is like building your game. Train consistently. Make small, smart decisions. Trust the process. Reap the rewards.
CLIENT TESTIMONIAL
“We believe women’s rugby league deserves to be just as visible and celebrated as the men’s game, and our partnership with News Australia helped bring that vision to life. Championing women’s sport isn’t just a sponsorship for us, it’s part of our commitment to building stronger futures.”
Pat Cunningham, Head of Sponsorship Westpac
CLIENT TESTIMONIAL
“We’re incredibly proud of what we created together, and even more so of how we’ve championed the strength and achievement of these remarkable female athletes. Working with News Australia meant we could tell these stories in a way that felt authentic, powerful and deeply resonant. This was a true partnership, we were able to share the stories of these remarkable athletes with honesty and impact.”
Vanessa Winley, Group Partnerships Director Spark Foundry
Products used:
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Masthead Posters
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Display
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Body & Soul Print Series
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Body & Soul Social VIdeo Series
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+7%
Awareness
(From 55% to 59%)
+6%
Consideration
(From 32% to 34%)
+17%
Brand Preference
(From 14% to 17%)
+9%
Booking Intention
(From 12% to 13%)
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