St.George launches new brand campaign
St.George Bank is launching a campaign with a new “Big Enough, Small Enough” brand positioning.
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.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Seems like Greg Bartlett has no memory of the “Big enough Small Enough Brand campaign” Ad agency “george” created for St George Bank 6 years ago ? I think he was head of institutional banking at this time? I really hope Ogilvy isnt saying this is new thinking????
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Old strategy.
Old concept.
St.George, you’ve been ripped off.
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You said it Snoopy -!
the attached link talks about the old campaign that was created by the agency “George”
http://www.bandt.com.au/news/65/0c014865.asp
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Where no idea and an old strategy meet. Utter rubbish
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I think St George are naive if the believe the greater public don’t realise they are Westpac.
They used to be known for being different (and caring), now they are part of one of the rip-off four large banks.
And – listing Westpac ATM’s on their previous outdoor campaign didn’t help. They might as well have written… “Hi every one – we are Westpac now”.
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This is even worse than the shit Whybin TBWA Sydney pumped out. Ogilvy have hit an entirely new creative low since Singo left.
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At least Whybins tried and didn’t just rehash another Agencies work, Mind you at the end of the day i’m sure the client played a big fat dull hand in this as they always did.
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This raises the old question of royalties. How George doesn’t deserve a fee for IP usage of their ‘big enough small enough’ beats me.
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Do you see any similarities between:
The new St.George brand ad http://promos.stgeorge.com.au/.....BESE-Feb10
AND
The new Corolla TVC also on air
http://bestadsontv.com/ad_details.php?id=26668
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Tim, do you have a link to the spot? Can’t find it on youtube
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big wank, small bank
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