Pay with points
Westpac made a small tweak to their Altitude Card points system that made a big difference: you can now pay with points, not your savings.
Because when you spend points, it doesn’t feel like spending money; it feels free.
That’s the power of perception. Hard-earned points don’t carry the same weight as hard-earned cash. There’s no sting, just the upside.
It’s all gain, no pain. It feels good. More importantly, it feels free.
Campaign Summary
Social assets across engage and convert layer as well as purpose built executions
15’ TV Spot
ALTITUDE POINTS SURGE
As part of the campaign, we developed Altitude Points Surge which boosted the value of points during key spending moments, such as morning coffees or evening happy hours. Customers would receive app notifications alerting them that their points were temporarily worth more, encouraging them to spend with the excitement of a limited-time offer.
The idea aimed to shift behaviours across different customer types. Enticing points hoarders to spend, re-engaging dormant cardholders, and rewarding high-value users with an instant sense of gratification. It was a fresh approach to loyalty that blended data insight with simple behavioural nudges, offering a distinctive way to demonstrate the everyday value of the Altitude program.
I led the ideation and articulation of this concept, showcasing how proactive thinking can extend campaigns beyond traditional channels.