St.George’s Little Dragon has appeared in a new little drama and another new form. He’s the alter ego of a St.George employee, Melissa, who happens to be something of a parkour expert and also pretty good on a bike. Melissa and her Little Dragon chase a customer across an Aussie city – because he has left his phone at the bank.
The aim, of course, is to show that St George has exemplary customer service.
Mike Spirkovski, chief creative officer, Saatchi & Saatchi, stated,“We’re really proud of the success the Little Dragon campaign has had for the St.George brand. It’s been exciting to work with director Paul Middleditch to evolve the alter-ego that celebrates the friendly point of difference sitting at the heart of the brand.”
Kate Kissane, head of marketing, St.George, added, “Every time we conduct customer research one thing comes back loud and clear – what sets us apart at St.George is our people. And, at St.George we believe that banking is a people business so we really wanted to bring this to life in this campaign.”
The campaign’s 45-second TVC is supported by social and pre-roll content, digital, out of home and in-branch executions.
Credits:
Creative Agency: Saatchi & Saatchi Sydney
Chief Creative Officer: Mike Spirkovski
Creative Director: Sam Chappell
Strategy Partner: Iona Macgregor
Managing Partner: Toby Aldred
Senior Broadcast Producer: Michael Demosthenous
Integrated Producer: Greer Macpherson
Group Account Director: Suzanne Leddin
Senior Account Manager: Caitlin O’Connor
Production Company: Plaza Films
Director: Paul Middleditch
Producer: Peter Masterton
Editor: Stuart Morley
Sound: Rumble Studios
Post Production: Alt.VFX
Photography Production Company: Prodigious
Photographer: Thommy Thoms
Producer: Ash Weaver
Media: Media Lab
Media Director: Jess Adler
Client: St.George Bank
Head of Group Brands, Advertising & Media Westpac Group: Jenny Melhuish
Head of Brand & Advertising St George Bank: Kate Kissane
Senior Manager, Advertising St George Bank: Shea Whittington
Marketing Manager – Brand St.George Bank: Patricia Wade
Senior Manager – Media St.George Bank: Mitch Holt
