St.George Asks Customers To Unleash Their Little Dragon In New TVC Via Saatchi & Saatchi

St.George Asks Customers To Unleash Their Little Dragon In New TVC Via Saatchi & Saatchi

Following an integrated launch across social, radio, digital and in-branch, St.George Bank has debuted a 60-second commercial that introduces a new character, ‘Little Dragon’, as part of its ‘Start Something’ campaign.

Little Dragon has been created to represent the little voice in customers’ heads, taking on the role of a life coach and appearing at moments of indecision to inspire and motivate them.

The TVC starts by capturing an everyday moment of a mother, who appears defeated as she turns to face a toy-littered apartment having just put her twin boys to bed.

A Little Dragon appears amidst the mess, encouraging her to take life by the horns and start looking for a bigger home.

Mike Spirkovski, chief creative officer at Saatchi & Saatchi Australia, said Little Dragon was created from a desire to personalise the brand in a unique way, both visually and tonally as quintessentially St.George.

“’Start Something’ is a great platform to work from, and there’s nothing more St.George than the dragon,” he said.

“So, the idea of leveraging such an iconic brand asset and creating a bespoke personalised and inspirational little dragon was a natural creative expression.”

Martine Jager, chief marketing officer at Westpac Group, said: “The Little Dragon represents the fire in our belly that injects us with a boost of confidence to get out there and start something.

“Our customers are increasingly feeling that today’s pace of life can hold them back from making life decisions, and so Little Dragon is there to help nudge them forward and start the things they might be putting off.

“Helping our customers start something is what we do each and every day – whether it’s starting renovations, starting a business, starting the next chapter, we’re here to help and St.George is the bank to help you do it.”

A second 30-second TVC has also been released, focusing more specifically on the bank’s ‘Family Pledge’ home loan product.


Client: St.George Bank

Creative: Saatchi & Saatchi

Chief creative officer: Mike Spirkovski

Associate creative director: Dan O’Connell

Associate creative director: Sam Chappell

Copywriter: Jack Wall

Art director: Phil Harkness

Chief strategy officer: Kate Smither

Senior strategist: Joseph Smeaton

Managing partner: Toby Aldred

Senior business director: Suzanne Leddin

TV producer: Esme Fisher

Integrated producer: Laura Blight

Director: Fiona McGee

Production: Good Oil

Animation: Altvfx

PR: Map and Page


Latest News

Kyle Sandilands and Jackie Henderson (Kyle & Jackie O) from KIIS at the 2015 ACRA Awards
  • Media

Kyle & Jackie O Crowned Best On-Air FM Team At Commercial Radio Awards

KIIS 1065 breakfast duo Kyle Sandilands and Jackie “O” Henderson have won the Best On-Air Team (Metro FM) category at the 30th Australian Commercial Radio Awards (ACRAs). Held on Saturday night at the Melbourne Exhibition and Convention Centre, and hosted by The Chaser’s Chris Taylor and Andrew Hansen, the ACRAs celebrated the best and brightest talent in […]

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative
  • Technology

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative

Digital asset management solution Collaboro claims its offering is a natural fit with Adobe’s, Microsoft’s and SAP’s new Open Data Initiative, as more organisations centralise their data on a single platform to improve their customer management and improve marketing performance.   According to Warwick Boulter (main photo), co-founder and CEO of Collaboro, a leading full-service solution for managing enterprise-level […]