Westpac drives donations by offering Kiwis some very unique real estate via DDB New Zealand

The People’s Chopper campaign via DDB New Zealand has come to a close, with more than 1,000 people uploading their Facebook Profile pictures. The unique entry mechanic was designed to reward generous Kiwis. The chopper was skinned earlier this month and was on display at Fieldays.

The digital-led strategy, aimed at acknowledging those who donated to the campaign by giving them their very own space on the side of a real rescue helicopter, saw one of Waikato’s Westpac Rescue Helicopters  wrapped in the Facebook profile photos of those who gave to the cause.

The campaign worked by allowing anybody who donated online at chopperappeal.co.nz in May to upload their Facebook profile picture, which would then be displayed on a rescue chopper.

Oliver Lynch, head of brand and marketing at Westpac, says the campaign is the ultimate form of recognition for those who got behind this cause.

Says Lynch: “Most Kiwis know the Westpac Chopper well and often see it in our skies. But it’s easy for us to forget that the choppers depend on donations from everyday people to keep them flying.”

It’s this heroing of everyday people that DDB’s executive creative director, Shane Bradnick, sees as the strength of the campaign.

Says Bradnick: “Obviously the Westpac Chopper provides a heroic service to the community, but we wanted to show that the people who keep these choppers in the sky are also heroes–and if you’re not already one of those heroes, there’s no reason why you couldn’t be.”

Westpac

Digital Activation Manager: Alex Gray