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St George Bank introduces animated life coach Little Dragon in latest campaign

Little Dragon, a small animated dragon who gives life coaching and advice about home loans and investments, is the focus of a new campaign for St George Bank.

Created by Saatchi & Saatchi, Little Dragon aims to represent the little voice in the customer’s head, appearing at moments of indecision to inspire and motivate.

In a new ad, Little Dragon offers advice to a mother who is defeated as she looks at a messy living room after putting her children down to sleep. Little Dragon encourages her to start looking for a bigger home.

In another 30 second spot, Little Dragon helps a woman called Linda work out how to ensure her family can buy a home, with the bank’s ‘Family Pledge’ product.

Mike Spirkovski, chief creative officer at Saatchi & Saatchi Australia, said the new animated character came from a desire to personalise the brand in a unique way.

“Start Something is a great platform to work from, and there’s nothing more St.George than the dragon. So the idea of leveraging such an iconic brand asset and creating a bespoke personalised and inspirational little dragon was a natural creative expression,” he said.

Martine Jager, chief marketing officer at Westpac Group, said Little Dragon aims to build on the success of St George’s ‘Start Something’ brand platform, which originally launched in 2013.

“The Little Dragon represents the fire in our belly that injects us with a boost of confidence to get out there and start something,” Jager explained.

“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.”

Little Dragon is also featured on the bank’s website in photos with Australians as they experience everyday life.

Little Dragon helping out with home loans.

He is also featured in a series of ads to promote St George’s Kick Start program, a program which helps small businesses receive grants, as part of their ongoing partnership with TedxSydney.

“St. George’s long-standing support of Australian small business and start-ups is a great fit for TEDxSydney’s mission of ‘ideas worth sharing’”, said Cathy Yuncken, general manager business banking at St George Banking Group.

“This program provides the ideal platform for 12 Kick Start Grant finalists to pitch their ideas, with four recipients to share $100,000 to help transform their business and set them up for future success.”

The campaign will run from May 7 across TV, online and out of home.

Credits:

  •  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
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