Saatchi & Saatchi unleash its first dragon

Saatchi & Saatchi unleash its first dragon
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St.George Bank has today unveiled its new brand campaign, Start Something, the first work the Westpac-owned bank has done with its new creative agency Saatchi & Saatchi.

The core theme of the compaign is encouraging 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 "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."

Martine Jager, general manager strategy, marketing & customer experience said: "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."

http://www.youtube.com/watch?v=5NbiBEwAlkY

Jager said the new campaign will reach Australians throughout NSW, ACT, Queensland and Western Australia in both city and regional locations.  

The  campaign includes 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.

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