St George, one of Australia's 'Big 4' Banks asked me to come up with a press, poster and online campaign to advertise their new Margin Loan product.
While the proposition for this campaign wasn't 'single-minded' (the client wanted to focus on both the low rate and the high quality of their customer service), I was able to turn this challenge into an opportunity.
While the proposition for this campaign wasn't 'single-minded' (the client wanted to focus on both the low rate and the high quality of their customer service), I was able to turn this challenge into an opportunity.
The campaign was set up with an intriguing headline: 'Some things just go well together' – along with some visual interpretations of one or two instantly recognisable 'perfect combinations', such as bacon and eggs, and fish and chips.
The payoff lines then delivered the other perfect combination being offered by St George – namely 'service and value', to describe the 'St George difference'.
I also re-interpreted the campaign for online, adding an additional level of engagement via a series of interactive web banner ads.
This first ad was a 'click to find matching pairs' game...
... while the second ad was a play on a casino's 'spinning slot machine' game, to further drive interactivity.
The campaign was very well-received, creating a huge spike in loan enquiries during the campaign run.
By the end of the run, it had exceeded the target by 20%... with more than double the projected amount of loans taken out by customers new to St George.
In total, the campaign delivered 10 times the return on investment.
The campaign also attracted the attention of one of Australia's leading industry award bodies, winning a Bronze ADMA award in acknowledgement of the work (Association of Data-Driven Marketing).
