Westpac Broking challenges Australia to Out-trade Trevor
Westpac Broking is challenging Australia to "Out-trade Trevor" in their highly engaging online and viral campaign.
The Lavender-created campaign encourages people to set up their own, true-to-life share portfolio, and pit their trading skills against Trevor, Westpac Broking's everyday online trading hero - with a starting portfolio of $25,000 fantasy cash.
Trevor is an accomplished share trader who has his own share portfolio for challengers to out-trade. Along the way, Trevor offers tips and training to keep traders on the ball and engaged with the game - including real buy/sell recommendations gleaned from independent analysis company Morningstar.
Clint Bauer, Lavender*'s Head of Digital said the campaign makes the complex simple.
"We have created engaging content with great viral potential to propagate the challenge. We've simulated a complete trading environment that's like the real deal. Trevor adds personality, trading information and a chuckle."
The media strategy has been to attract potential "challengers" to the game via a number of touchpoints, including Press and Online advertising to non-Westpac customers and eDMs to the Westpac customer base. During the game, players are kept engaged with the game via filmed trading tips, SMS and emails - as well as retargeted banner advertising which serves targeted banner ads to those already playing.
Out-trade Trevor is a three-month campaign ending in June.