Research found that New Zealanders spend on average $16 million per day on impulse purchases, largely because it is easy to do so. Saving is typically much more difficult. Westpac wanted to help people save in order to fulfil their dreams, and in so doing overcome the scepticism and negative perception towards 'big banks'.  The branded app was designed enable users to save money as easily and impulsively as they spend — by pressing a button on their iPhone screen. To date, the product has exceeded Westpac's uptake target by nearly 260 per cent, and stimulated much positive conversation around the bank.

Over half of Australian novice travellers trusted cash over credit when overseas. Visa needed to shift perceptions. Using the insight that most travellers plan their holidays online, Visa helped simplify and smooth the process by acting as an online travel companion and adviser. By the end of the campaign, 83 per cent of the target audience said they were likely to take a Visa card abroad with them.

The child insurance category is cluttered and undifferentiated. Birla Sun Life launched its Children's Future Solutions service in December. Knowing that modern parents want to support their children's decisions both financially and intellectually, Birla created a website to help parents discover their children's passion. The initiative attracted close to 170,000 unique visitors and helped put distance between Birla and the competition in terms of brand identity.