Westpac NZ launches ‘Self-Destructing Codes’ in new anti-fraud campaign via Publicis Groupe NZ

August 1 2025, 12:09 pm | BY Ricki Green | No Comments

Westpac NZ has partnered with Publicis Groupe NZ’s connected platform of agencies, including Saatchi & Saatchi NZ, Spark Foundry NZ, and Digitas NZ, to launch a new campaign that introduces dynamic three-digit security codes for credit and debit cards. These codes refresh every 24 hours, instantly putting fraudsters on the back foot.

 

The campaign channels ‘mission impossible’ energy, featuring the codes as oversized numbers suspended in a concrete warehouse that detonate in dramatic slow motion, emphasising the feature’s impact in disrupting fraud.

Westpac NZ Chief Marketing Officer Sarah Williams says: “I’m excited that we’re turning invisible security into something you can’t miss! We’re investing heavily across our business to help fight fraud and scams. This campaign brings to life how we’re looking out for our customers, giving them that extra confidence to feel safe while shopping online.”

To reflect the feature’s daily code refresh in Westpac’s digital banking app, a new ad (and code) dropped every 24 hours throughout launch week. Each code was modelled on a commonly purchased item, including puffer jackets, perfume bottles, and ceramic kitchenware.

Says Steve Cochran, CCO Saatchi & Saatchi NZ: “Online card security codes could be a very rational and dry subject to talk about. We’ve had a lot of fun making it not so, creating something visually spectacular to grab attention and stand out in the bank ad space.”

Harnessing Publicis Groupe’s connected platform of agency capabilities and talent, the campaign also unites collaborative input from Spark Foundry NZ and Digitas NZ.

Spark Foundry NZ led strategic media planning, deploying dynamic channels with change outs across AV, outdoor, and social formats to reflect the campaign’s evolving creative. Digitas NZ led customer experience and content design, bringing the campaign to life by directing audiences to the Westpac website for a deeper understanding of the feature.

The series will continue running across targeted channels over the coming weeks.

Creative Agency: Saatchi & Saatchi NZ
CEO: Mark Cochrane
CCO: Steve Cochran
ECD: Lee Sunter
ACD: Cece Chu
Senior Creative: Ryan Price
Strategy Director: Brendan Greenwell
General Manager: Annabel Rees
Group Business Director: Aaron Hodgson
Business Manager: Jeannie Grace
Design Director: Shiv Narandas
Intermediate Designer: Laura Cooper
Retoucher: Nick Browne
Media Agency: Spark Foundry NZ
Customer Agency: Digitas NZ

 

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