St.George Bank: Enter the Dragon

Melissa Chaw and Mark Sareff

Australian bank St.George hoped to repeat the new business success of its campaign targeting the Chinese/Vietnamese community during the mid-Autumn Moon Festival, with a new campaign during the Lunar New Year in 2012.

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...

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