Understanding the life moments that matter.
Westinghouse is reconnecting with Gen Z in a campaign via Connecting Plots Group.
Westinghouse partnered with comedian and creator Lachy Mac.
“Our insight was that in your first place out of home, a fridge becomes a quiet marker of how well you’re adulting,” said Connecting Plots Group co-founder and chief imagination officer, Dave Jansen.
“So we shifted the conversation from features to identity. Instead of focusing on what a fridge does, we showed what it says about you.”
The campaign is rolling out across social, supported by in-store ‘Pressure Tested’ creative.
“Happy to Help has been a powerful platform for us over the past three years. It’s played a significant role in driving Westinghouse to the number one consideration spot in the category by showing up in genuinely useful ways for Australians,” said Westinghouse consumer marketing manager – core brands, Karen Nguyen.
“This next chapter is about evolving that platform for a new generation. We’re broadening its meaning and tailoring it to younger audiences, proving that being helpful isn’t just about product features, it’s about understanding the life moments that matter.”
CREDITS
Client: Westinghouse
Head of Marketing: Christina Kumcevski
Consumer Marketing Manager Core Brands: Karen Nguyen
Consumer Marketing Activation Manager Core Brands: Ryan Williams
Creative, Social & Influencer: Connecting Plots Group
Chief Imagination Officer: David Jansen
Senior Art Director: Jonti Groth
Senior Copywriter: Phil Barnes
Managing Director: Kate Sheppard
Senior Account Director: Alana Spinelli
Head of PR & Influencer: Katie Eastment
Social & Influencer Manager: Sarah Kennedy
Creative Operations Director: Mary Morell
Production: Infinity Squared
Senior Producer: Katie Dorman
DOP: Bernie Augstein
Assistant: Tom Pennell
Editor: Emma Sundin
