St.George brings the Happy to Diwali in new campaign via Ogilvy Australia agency, Etcom

The colour, vibrancy and community connection of the major Indian festival Diwali takes centre stage in a new campaign for St.George Bank, developed by Ogilvy Australia’s multicultural communications agency, Etcom.

Launched this week, the quirky and fun ‘Happy’ campaign targets the Australian Indian community in the lead up to Diwali on October 23, and stars St.George’s ‘Happy the Dragon’ visiting families to take part in celebrations.

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Spearheaded by social video and supported by Facebook, Twitter and YouTube, the new campaign encourages those celebrating Diwali to share their colourful photos via social media using the hashtag #StGeorgeDiwali for a chance to win flights for two to India.

Says Josh Bedwell, senior manager, migrant and multicultural segment, Westpac: “The campaign was developed to find a fun and engaging way to capture the attention of the Australian Indian community during this important festival period.

“We wanted to bring Happy to Diwali – Happy the Dragon that is! Using our fun and much loved dragon mascot in the campaign was the perfect way to demonstrate our brand’s desire to be a part of the community in an engaging way.  It’s also the first time that Happy has taken a selfie!”

Etcom’s general manager, Thang Ngo also said this St.George Diwali campaign was 100% social – a first for campaigns targeting Indian audiences in Australia.

Says Ngo: “Print and radio have traditionally been key channels to reach Indian-Australians. But Diwali is about colour and emotion.  It’s visual, interactive and exciting so we’ve deliberately selected video and used targeting capabilities in Facebook, Twitter and YouTube to serve our ‘Happy’ video to Indian-Australians.

Strategy – Etcom

Media – Etcom