St.George Launches New ‘Little Dragon’ Brand Campaign
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TV spot developed by Saatchi & Saatchi Sydney and directed by Paul Middleditch through Plaza
Saatchi & Saatchi has launched a new brand campaign for St.George. The campaign once again features the ‘Little Dragon’ character – this time brought to life as the alter-ego of a St.George employee – highlighting the friendly difference people experience when they bank with St.George.
The campaign launches with a 45” TV spot plus specific social and pre-roll content, digital, out of home and in-branch.
The film focuses on a high-speed chase with Melissa and her Little Dragon overcoming a series of obstacles in their bid to help her customer. It aims to convey the spirit of customer service that St.George is renowned for.
Says Kate Kissane, head of marketing, St.George: “Every time we conduct customer research one thing comes back loud and clear – what sets us apart at St.George is our people. And, at St.George we believe that banking is a people business so we really wanted to bring this to life in this campaign.”
Says Mike Spirkovski, CCO, Saatchi & Saatchi: “We’re really proud of the success the “Little Dragon” campaign has had for the St.George brand. It’s been exciting to work with director Paul Middleditch to evolve the ‘alter-ego’ that celebrates the friendly point of difference sitting at the heart of the brand.”
Client: St.George Bank
Head of Group Brands, Advertising & Media Westpac Group: Jenny Melhuish
Head of Brand & Advertising at St George Bank: Kate Kissane
Senior Manager, Advertising at St George Bank: Shea Whittington
Marketing Manager – Brand at St.George Bank: Patricia Wade
Senior Manager – Media at St.George Bank: Mitch Holt