Westpac

Westpac’s recent ‘Fear Free’ Credit Card campaign launched in late August and carried through September 2025. Part of their strategy was to successfully engage tertiary-aged audiences by reframing credit cards as a smart, confidence-building financial tool. They had bold, eye-catching creative in mind that would highlight the benefits of responsible credit use and the importance of maintaining a strong credit score.

Leveraging CARTEL’s digital screen network, Westpac was able to pinpoint and reach precisely the audience their campaign was built for. CARTEL’s ability to target with 1st party data from the gyms and 3rd party data from Lumos enabled Westpac to connect with uni-aged groups at scale, capturing attention in moments where dwell time is high and content receptivity is strong. The vibrant creative translated seamlessly to the CARTEL environment, ensuring the message cut through in premium, high-traffic gym locations across the country.

Importantly, this campaign demonstrated that CARTEL’s network extends well beyond fitness-focused brands – showcasing its strength as a platform for general consumer messaging. Westpac’s success underscores that the gym environment hosts a broad, high-value demographic suitable for a wide range of verticals, from finance to automotive, tourism to retail. Westpac validated that brands can confidently use this channel to drive awareness, education, and meaningful engagement at scale.