St.George launches new brand campaign

St.George Bank is launching a campaign with a new “Big Enough, Small Enough” brand positioning.  

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The campaign, created by Ogilvy, will aim to position St.George as the only one among its competitors in Australia that can offer customers everything a big bank can offer, such as strength, security, convenience and a full range of products and services, along with the “genuine care, warmth and friendly service” of a small bank.

TV ads will launch on Sunday and and will be supported by press, online, outdoor and cinema advertising and targeted media sponsorships.

St.George Bank CEO Greg Bartlett said “Big Enough, Small Enough” had been a guiding principle of St.George’s business for a number of years, however this is the first time the bank will take the concept to market as its key selling point.

Meanwhile, a St George spokesman has denied a media report stating that its long-running dragon mascot would be “relegated to a bit part” in its campaigns.

“Happy the Dragon will very much remain our key mascot and feature in our branding,” the spokesman said.



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