When Westpac created Pay Pig, the modernised version of the piggy bank to help children save money, MAP created a strategy to launch the app. The strategy focused on Westpac’s expertise in teaching children about money and teaching children the importance of establishing saving habits from a young age.
MAP created a PR campaign to generate awareness of Pay Pig and how it can help children start early, save and also create good money habits.
The purpose of the campaign was to engage Australian mums and dads via strong editorial content which demonstrated how Westpac is helping Australians of all ages learn to save and championing the long-term benefits of savings for kids.
The announcement of Pay Pig was featured positively in major metropolitan media outlets, including broadcast, print and digital and continues to generate positive interest and as we call it, the gift that keeps on giving as it continues to be mentioned and referred to in media stories on children and money. Within a week of launch it had received a 5 star rating in the App Store and extensive positive earned media coverage.