Auckland, New Zealand – Westpac New Zealand has launched a new campaign, ‘Fear-Free Credit’, in collaboration with Saatchi & Saatchi NZ, aiming to reduce anxiety around credit cards among young people. The initiative was supported by Spark Foundry NZ on media strategy and Digitas NZ on customer experience.
The horror-inspired campaign invites audiences to ‘face their credit fears’ while showcasing Westpac’s tools and guidance for managing credit responsibly. At the centre of the campaign was the House of Credit Card Fears, a pop-up experience in Auckland that ran from 19 to 21 September. Visitors walked through themed rooms reflecting common concerns such as spiralling debt and impulse spending, before reaching the Fear-Free Zone where Westpac’s six steps to responsible credit were introduced.
Sarah Williams, chief brand & marketing officer at Westpac NZ said, “Insights show young people are significantly more credit card-shy than other generations, often because they lack the confidence to manage debt responsibly or use credit to their advantage. We wanted to address these fears directly and give them the tools to turn credit from a source of worry into an opportunity.”
The House of Credit Card Fears also doubled as a film set, producing content for use across multiple platforms. Saatchi & Saatchi NZ Executive Creative Director Lee Sunter explained: “Fear-Free Credit came from a strong creative idea: reimagining a house of horrors into an immersive financial experience. Each room was designed to let participants physically walk through their credit-related fears.”
He added, “By tracking their heart rates, we identified their biggest anxieties, allowing us to deliver tailored tips and tools in the Westpac Fear-Free Zone. The result was a personalised experience for every individual who chose to face their credit fears.”
The activation, produced by experiential agency Spur, was sold out across its three-day run in Auckland, attracting diverse audiences and generating social media engagement, with photos shared with participants for personal use online.
Spark Foundry NZ’s media plan included out-of-home advertising in urban centres, radio promotions with Mediaworks, social and digital content, and a cinema partnership with HOYTS to sponsor horror films between October and December. The campaign reportedly delivered more than 7.5 million impressions across platforms including Meta, TikTok, and YouTube.
Digitas NZ managed customer experience, developing a campaign landing page and updating the Fee Free Mastercard product page to guide 18–29-year-olds through credit information.
Additional short-form videos highlighting the credit-related fears showcased in the activation are set to continue rolling out on social media.
