St.George Bank: Enter the Dragon
Agency: Etcom
Advertiser: St.George Bank
Author: Melissa Chaw and Mark Sareff
Total Campaign Expenditure: Under $500K
Strategic communications challenge
St.George ran a successful Term Deposit (TD) campaign targeting the Chinese/Vietnamese community over the mid-Autumn Moon Festival in September 2011. So they asked us to help them repeat the exercise tor Chinese/Lunar New Year 2012 expecting the same success except:
- In 2011 they offered 5.90%; the new campaign had a lower interest rate – 5.80%
- The budget was increased but only from – still very small (budget was inclusive of media, production...