Social and Influencer > Campaign
SAATCHI & SAATCHI, Sydney / ST.GEORGE / 2016
Overview
Credits
CampaignDescription
With tongue firmly in cheek, the creative idea celebrates the mighty power that St.George’s mobile banking tools confer on the digit most used by digital natives, the humble thumb.
We created a hand built range of quirky millennial thumb characters using props (tiny wigs, jackets, hats etc) and a complete thumb-sized world for them to move around in. In a range of filmic and static media, these characters describe the empowering benefits of each service.
In sharp contrast to other bank campaigns, which tend to dramatise the lifestyle benefits of similar services, this campaign gets across those benefits in a more direct and engaging way.
Execution
The campaign began in August 2015, running through to Christmas in two phases.
A range of channels were used to reach millennials travelling on public transport and in shopping malls, cinema, online and most importantly playing on their mobile phones.
We created five 30” online videos, each showcasing a product proof point. This content was distributed on desktop and in mobile through Facebook, YouTube and Video On Demand.
We also deployed bespoke skippable 15” pre-rolls, expandable in-Mobi OTP placements, a Thumb-ified landing page (including fun thumb questions in to the usually dull FAQ section) and retargeted messaging.
A Spotify campaign allowed our thumbs to interact with the music app whilst banners and radio spots promoted Cardless Cash. Listeners could get 30 minutes ad-free if they watched the Cardless Cash video on opening the app.
Our cinema execution for Cardless Cash came complete with a genre movie montage and explosive ending.
Outcome
See results below in confidential information
Strategy
Our research showed that millennials have a strong emotional need for better control over their everyday finances. They are not generally wealthy or in a saving mind-set; they tend to spend what they earn every month. This can lead to negative experiences when their account balance is low, including moments of frustration and social embarrassment.
Consequently we defined the benefits of the mobile banking tools in terms of empowerment – St.George have smart tools that give you control and enable you to act spontaneously.
Thanks to services/ tools such as Cardless Cash, free SMS alerts, Quick Balance, Card Block and Fingerprint Log-in, we could claim that our customers always know where they are ‘in the moment’ and have secure access to their money. This differentiated us from competitors who also offer these features, but focus on convenience and peace of mind benefits.
Synopsis
St.George is the fifth largest bank in Australia. It has traditional roots as a building society, with a strong focus on in-branch banking. As a result, the brand is not on the radar of many millennials, who prefer mobile banking and don’t see the need to visit a branch.
Our challenge was to help St.George achieve its natural share of transaction accounts amongst millennials, their most common entry point to a bank before switching inertia becomes a more powerful force with age.
St.George’s mobile banking app and services are equal to competitor offerings, which set the difficult challenge of how to differentiate our selves creatively within a competitive market place.
Our objective was to increase consideration of St.George amongst 16-35 year olds by telling them about our smart mobile banking tools in a way that positioned our brand as a quirky and interesting challenger to the big four.
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