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
PR: Map and Page