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Rescue helicopter disrupts TV ads for Westpac Chopper Appeal Month
The sound of a rescue helicopter will disrupt TV advertisements throughout May in support of Westpac Chopper Appeal Month.
Westpac has joined forces with Toyota, Lotto NZ, Spark, Chorus, Z Energy and Turners for the campaign, put together by Saatchi & Saatchi New Zealand, which aims to drive donations to the appeal.
The sound of the helicopter blades, signalling help is at hand for those in distress, will overlay the usual audio during TV advertisements for these brands. The chopper’s signature sound will even play out during a live Lotto draw.
Across the channels
Beyond TV, this idea has been brought to life in several other channels through various media partnerships, through Spark Foundry New Zealand. With cinema, the sound of the chopper will flood theatres just after the lights go down. With OOH, commuters waiting for a bus will trigger the sound of a chopper in street furniture take overs. In Newmarket the sound of a chopper will fill the train station every hour, complementing the large digital OOH screen.
The initiative is also being amplified on social media, with a cast of well-known Kiwi influencers lending their voices to highlight the importance of this lifesaving service and inspire donations.
The Chopper Appeal
In 2024, 9,289 potentially lifesaving missions were flown by the national network of rescue helicopters – and the need for fundraising support is growing every year.
Last year, the Westpac Chopper Appeal raised a record $1.44 million for the rescue helicopter trusts around the country.
A greater purpose
Westpac NZ chief marketing officer Sarah Williams hopes that the power of these trusted brands coming together for a greater purpose will inspire even more New Zealanders to donate and support their local communities by backing their local rescue helicopter service.
“By having so many brands working in unison, we are hoping to reach even more Kiwis, bringing the idea ‘There’s no greater sound when you need it’ to life through every means possible. The sound of the chopper will be loud and proud.”
Head of brand at Lotto NZ Genna Duff adds, “We’re proud to support the Westpac Chopper Appeal this year and be part of a campaign that brings such a meaningful sound into homes across the country.
“We’re excited to include the chopper sound during one of our live draws – an important reminder of this indispensable service.
“For Lotto NZ, this partnership is about more than advertising – it’s about connection, community and doing what we can to support a cause that so many people, as well as their friends and whānau may need at some point in life.”
Westpac chief executive Catherine McGrath and other senior leaders will also join Westpac teams in shaking a bucket on street corners around the country on the annual Chopper Street Appeal Day on Thursday May 8. Other activities throughout the month include quiz nights, auctions, a gala ball and the famous 230km Chopper Bike Ride from Queenstown to Invercargill.
