Bus-stop banking: Westpac's new image

By SIMON HENDERY

Westpac has set up shop in a Ponsonby bus stop.

Not that times are tough in the banking sector. This is what they call an experimental marketing concept.

To promote the launch of an update of its Home Buyer's and Seller's Guide, Westpac yesterday transformed a Three Lamps, Ponsonby, bus stop into a makeshift living room, complete with cushioned seats, a magazine rack and lamp.

But commuters be warned - the comforts of home come with a price - a Westpac representative will be hovering with information about the guide, which offers advice and tips on the real estate process.

The lounge bus stop will be in place until Sunday.

Michelle van Gaalen, Westpac general manager, marketing and products, said the objective was to bring the bank to the public by taking it to the streets.

The stunt follows an overhaul of Westpac's transtasman advertising late last year.

Saatchi & Saatchi held on to the account after pitches from other agencies were solicited.

It has since spearheaded a shake-up of Westpac's image aimed at better promoting its products and services using doodled cartoon characters.

Van Gaalen said that, although it was early days, the new advertising was finding favour with customers.

"We are getting lots of positive comments regarding the subtle humour, the appeal of the characters and that the ads actually tell you something about what Westpac is doing for its customers."