Westpac Digital PayPig by Lavender*

Westpac Banking Corporation partnered with full service agency Lavender to instill savings habits in children. If the two companies could teach children the value of saving now, there's a higher probability that those children would grow into savers and, ultimately, loyal banking customers in the future. But there was a problem: Today's kids are so digitally inclined that traditional piggy banks would no longer suffice. What's more, modern-day parents are so busy that when they try to teach their kids about money, they just end up opening their wallets. To solve this dilemma, the two organizations set out to create a 21st century piggy bank, and Pay Pig was born.
Pay Pig is an app that allows parents to upload a chore wish list. Each chore has a corresponding “price tag.” Kids can then log into the app to view which chores need to be done. Every time children complete items on the to-do list, the value of that chore is added to their balance. Kids can also receive pig-shaped SMS prompts to remind them of which chores they need to complete. On pay day, Pay Pig adds up the totals, sends a notification to the parents, and allows the parents to transfer the amount to each child's account through online banking. Parents and kids can even customize the Pay Pig experience, such as by adding pictures of family members or including a specific savings goal that helps kids track their progress.
Not only did the app score a five rating, but it was also featured as app of the week and received an average of 310 downloads a day since launch—with zero promotional budget. The app also generated more than 40 pieces of earned media across print, online, and broadcast—an earned media value of more than $846,425.
Agency: Lavender*
Client: Westpac Banking Corporation
Creative Director: Anna Karena
Art Director: Christof Ulbrich
Copywriter: Jordan Davies
Planning Director: Dom Hickey