Effies
Australia
Enter the Dragon
Agency
Etcom
Client
St. George Bank
Awards
Bronze
Multicultural/Indigenous
Case Study
Summary
This is a story about a 1-in-60 year occurrence. And how much good financial fortune truly does attach to a Year of the Water Dragon.
Having generated XXXX of new Term Deposits business in September 2011 through a XXXXX campaign leveraging a Chinese/Vietnamese festival, St.George hoped to repeat this for Chinese/Lunar New Year 2012. Recognising the extra clutter, the budget was raised to XXXX (still small) and drew twelve times the inflow (XXXXX) of the previous campaign in new Term Deposits.
There’s no question the Year of the Water Dragon was not of our making. Leveraging it well certainly was.
Case study
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Credits
| Author / General Manager | Melissa Chaw | ||||||||
| Account Director | Zareena Banu | ||||||||
| Language & Research Director | Brenda Leung | ||||||||
| Senior Designer | Chi Man Chen | ||||||||
| Media Director | Afif Malkoun | ||||||||
| Public Relations Executive | Nhu Nhu Vu | ||||||||
| Author / National Head of Strategy | Mark Sareff | ||||||||
| Senior Manager LAM & Activation | Rebecca McArthur | St George Bank | |||||||
| Head of Brand Marketing | Alexis LeClerc | St George Bank | |||||||
| Head of Strategic Brand & Retail Planning | Sivea Pascale | St George Bank | |||||||
| Sponsorship & Event Manager | Danielle Collins | St George Bank | |||||||
| Head of Local Area Marketing | Venetia Cole | St George Bank | |||||||
| Sponsorship Manager | Sandy Milner | St George Bank |
Category Sponsors
Multicultural/Indigenous
