St. George’s Bank’s rebrand inspires Aussies to ‘start something’ via Saatchi & Saatchi Sydney

| | 30 Comments

ST.jpgSt.George’s new brand campaign – ‘Start Something’ – will encourage Australians to unleash their ‘little dragon’ and get out there and start whatever it is they want, whether it be a fresh start, a first start or a re-start.

 

George Frazis, CEO of St.George Banking Group said the public will see a refreshed and re-energised St.George brand, linking back to the roots of St.George which this year celebrates 75 years.

Says Frazis: “St.George was built on a foundation of helping people ‘start something’ – helping people to start saving for their first home or helping them start a business. This is the underlying concept of our brand refresh – we want to challenge and inspire people to get out there and start whatever it is they really want to do.”

 

Says Martine Jager, general manager strategy, marketing & customer experience: “St.George is passionate about helping customers and our local communities. We’re here to help people stop renting and start buying – if that’s what they want. Start bidding, start building, start owning, start a business – whatever it may be, we’re here to help Australians just get out there and go for it.”

 

Developed by St.George’s newly appointed creative agency Saatchi & Saatchi, Jager said the new campaign will reach Australians throughout NSW, ACT, Queensland and Western Australia in both city and regional locations. 

 

The advertising campaign comprises of TV, print, OOH, in branch, digital and social media, with the TV commercial featuring a little girl encouraging viewers to follow their inner dragon and start something they’ve always wanted to do. The print, billboard and other media also have inspiring messages for people to have a go and listen to the little dragon that we all have inside of us.

 

Says Jager: “We’re really excited by the new campaign and hope that more people will back themselves and, with St.George’s support, unleash their little dragon! It takes courage and confidence to start something new, and that’s what we are hoping to inspire.”