HOW WESTPAC & JUNKEE MEDIAARE REFRAMING THE WAY MILLENNIALS THINK

ABOUT MONEY

O N T H E C U S P

YOUTH ARE OUR HEARTLAND

1,800,000UNIQUE BROWSERS

10,200,000WEEKLY FACEBOOK REACH

WE HELP BRANDS TO

TELL AND SHARE THEIR

STORIES

200Bicentennial

Honours$200 Gift

Bump200

CommunityGrants

200 Years Proudly Supporting Australia

200Businessesof Tomorrow

200 WestpacScholars

200 Years Proudly Supporting Australia

WESTPAC & YOUTHM 2 0 2 0

Why do we care?There’s a lot of them

They are influential on every generation

They are indicators of change

44% of 25 – 34 year-olds

have a side job

Every day I’m hustlin’

XXX

XX

XXX

RELEVANT GENUINELY HELPFUL ACCESSIBLE

C O N S I D E R E D

THE OPPORTUNITY

THE THINKINGM 2 0 2 0

WE UPDATE OUR RESEARCH INTO YOUTH ATTITUDES AND BEHAVIOURSEVERY YEAR.

We know how 12-39yr olds think, behave and engage with brands and content.

Tim

80%Currently do not have a passion or purpose

1%

2%

2%

1%

4%

4%

5%

6%

16%

16%

8%

14%

24%

31%

28%

30%

4%

6%

6%

8%

8%

10%

12%

17%

20%

20%

20%

23%

28%

28%

30%

37%

10%

13%

16%

16%

16%

17%

19%

19%

12%

14%

26%

16%

23%

19%

20%

19%

45%

41%

44%

38%

40%

39%

37%

38%

29%

28%

29%

39%

19%

18%

17%

11%

39%

39%

32%

37%

31%

30%

27%

19%

22%

22%

18%

7%

6%

4%

5%

3%

It is important to keep up to date with news on a wide range of topics

At this moment, life for me is about finding my passion and purpose

It is hard to classify myself into one subculture because I fit into many

At this moment, life for me is about experiencing the world

My generation is more arrogant than previous generations

I feel pressured to make the most of the freedom and opportunity I have

There is more pressure for someone in my generation to be successful

I am confident everything in life will work out fine for me

I worry that I will have settled down without having experienced life fully

I worry that I will have settled down without having found my true passion

I believe my generation is more ambitious than previous generations

I follow the news just enough to seem informed in general conversation

I want to be perceived as caring about many issues, even if I don't really care

Everyone knows a little bit of a lot of things - no one has strong opinions

Everyone likes a bit of everything - no one has any strong tastes

There is no antagonism or negative rivalry between subcultures

Strongly disagree Slightly disagree Neither agree nor disagree Slightly agree Strongly agree

QG1. Please indicate how much you agree or disagree with each statement below.Base: Total sample, n=1,906

USE FACEBOOK EVERYDAY

96%MILLENNIALS

*Source: Junkee Media / Pollinate Youth Research April 2017

USE FACEBOOK EVERYDAY

99%GENZ

*Source: Junkee Media / Pollinate Youth Research April 2017

53

65

7782

30

40

50

60

70

80

90

2013 2014 2015 2016 2017

I get more of my newsfrom social media thanI do newspapers, radioor TV

SOCIAL IS THE SOURCE FOR NEWS & CONTENT

I get more of my news from social media than I do from newspapers, radio or TV.

77

QC1. In a typical month how much do you spend on the following… Base: Total sample, n=1,906

71

68

63

70

68

63

Careeropportunities

Financial Security Health & Wellbeing

DEC '13JAN '15

B6. Do any of the following currently concern you? Base: Total sample. Wave 3 n=1194, Wave 2 n=1364.

WHAT MATTERS TO MILLENIALS

QB16. Thinking about the next 5 years, how would you define success for yourself? What would you need to have done or achieved? Base: Total sample, n=1,906

DEFINE SUCCESS

THE STRATEGYM 2 0 2 0

ALWAYS ON

FISHWHERE

THE FISHARE

THE WHITE SPACE OPPORTUNITY

80%Currently do not have a passion or purpose

THE SWEET SPOT FOR WESTPAC

PASSIONS

EXPERIENCES

PURPOSE

THE IDEAM 2 0 2 0

[kuhsp]

noun. a point that marks the beginning of a change:

on the cusp of a new era

10% SESSIONS 59% SESSIONS 31% SESSIONS

INSPIRATIONAL.INTELLIGENT.

STRAIGHT SHOOTING.CURIOUS.

1. INSPIRATIONShowcasing inspiring young Australians who have achieved great things.

2. MOTIVATIONTips and tricks on how you can get there.

3. ASPIRATIONHelping you to define and maximise your

life goals.

CONTENT STRATEGY

XXX

XX

XXXMONEY CAREER WELLBEING

CONTENT UMBRELLA

600 PIECES OFORIGINAL CONTENT

OVER A YEAR

THE RESULTSM 2 0 2 0

SPOILER:IT’S BEEN A

HUGE SUCCESS

5 Life Lessons To Make Your 20s Suck Less

We asked 5 people what they earn & how they spend

it

Money habits you need to stop if you want to save

A simple hack to make your Mondays suck less Bank Balance Confessions: The

obsessive budgeter

How these successful businesses started as side

hustles

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2016 Actual2017 Actual

Q1 Q2 Q3

New 50.57%

New 77.9%

Returning 22.1%

New 63.4%

Returning 36.6% Returning

41.5%

New 41.5%

Returning 49.43%

Q4

Facebook Reach YTD 7.95 million

NSW34%

VIC31%

QLD15%

WA8%

NT.27%

SA7%

TAS1%

ACT2%

*Top 2 performing Internationals are the US with 1.97% & UK with 1.2% of the traffic

Money 43%

Wellbeing 36%

Career 17%

Leading media title in its genre for young Australians

Tangible, take-out learnings which this group can apply instantly to their lives

Speaks directly to them and their life stages across the 18-35 years

Millennials are time-poor and want educational content explained to them in their language & tone

A topic that this group don’t traditionally feel as comfortable talking about with their friends or family

BRAND STUDIESM 2 0 2 0

Source : Effective measure. How cool would you rate Westpac?

* How likely are you to choose a Westpac product?

* How likely are you to recommend Westpac to a family friend or member?

Increase awareness & association with the youth segment

Uplift in brand & NPS amongst The Cusp visitors

Build a pipeline of engaged and valuable customers

Shift perception of Westpac amongst the youth market

‘Always on’ strategy

THANK YOUO N T H E C U S P