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For digital natives who don't use branches, banking is about smart and intuitive mobile tools. The big four banks had already launched cardless cash and SMS alerts, with headlines about lost wallets and convenience. St.George offer the same tools but we wanted to talk about them in a fresh way that made the brand feel like a quirky, interesting challenger. Then we realised – what better way to bring to life the empowering value of these tools than to celebrate the mighty power they confer on the humble thumb?

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Five 30” online videos were created to support the mobile Every Day banking poof points. Skippable 15” pre-rolls were created to deliver the message in the first 5” before the skip.
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Our videos were published through paid social media, YouTube and video on demand – straight in to the hands of our target audience.
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For OOH we created bespoke thumb characters for each proof point. These were reflective of modern Australian millennial demographic. Static and digital placement appeared in areas with a high traffic footfall for our target audience. Transport (buses and trains) and shopping malls were a focus for the media buy.
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Standard display performance banners directed our audience to our campaign landing page. Re-targeting allowed us to serve multiple proof points through sequential messaging.
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We ‘thumbified’ the Everyday Banking landing page to provide a unique destination so our audience could find out more about how their thumbs could benefit from opening a St.George account. We used colloquial copy (less banking terminology) and included thumb references to make the page more entertaining than traditional St.George site pages. We introduced each of our thumb characters and even updated our FAQ’s to be thumb inclusive.
Our Spotify campaign allowed our thumbs creative to interplay within the music app. The banners and radio promoted Cardless Cash. Listeners could get 30 minutes ad free if they watched the Cardless Cash video when they opened the app.
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Expandable In-Mobi OTP placements enabled millennials to ‘thumb’ through multiple proof points - giving even more reason to open an account.
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Our most cinematic online video was Cardless Cash, complete with a genre movie montage vignette and explosive ending. This was adapted perfectly for Cinema and played prior to movies our audience was flocking to see – including the Hunger Games.