Effies
Australia
How Great Southern Bank helped twice as many Millennials live Happily Clever After
Agency
Richards Rose
Client
Great Southern Bank
Awards
Bronze
Challenger Brand
Summary
Launching in 2021 to a competitive environment, Great Southern Bank was a challenger brand with a lot to get done. In order to target Millenials whilst taking on the Big 4, it chose to become culturally relevant to inspire the audience to get clever in their pursuit of home ownership. With the new brand platform, Happily Ever After, Great Southern Bank’s brand launch resulted in doubling first home buyer share, outperforming the category by a multiple of three.
Case study
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Credits
407 Challenger Brands Great Sth Bank Bronze
| Jody Elston | Author / Head of Strategy | |||
| Paul Leone | Author / Behavioural Scientist | |||
| Adam Rose | Executive Creative Director | |||
| Mark Sharman | Senior Copywriter | |||
| Justin Lim | Senior Art Director | |||
| Kristen Sandberg | Head of Account Management | |||
| Digby Richards | CEO | |||
| Bonnie Ross | Senior Account Manager | |||
| Tanya Hairman | Head of Production | |||
| Alistair Donald | Studio Manager | |||
| Taylor Gooley | Production Assistant | |||
| Jarrod Morton-Hoffman | Strategic Planner | |||
| Emily Cook, Carat | Head of Client Partnerships | Carat | ||
| Cameron Law, Carat | Group Strategy Director | Carat | ||
| Owen Martin, Carat | Group Digital Director | Carat | ||
| Emma Davis, Carat | Senior Client Director | Carat | ||
| Josh Iselin, Carat | Digital Director | Carat | ||
| Josh Fick, Carat | Senior Client Manager | Carat | ||
| Growth Mantra | Branding | Growth Mantra | ||
| MKTG Australia | Sponsorship | MKTG Australia | ||
| Megan Keleher, Great Southern Bank | Chief Customer Officer | Great Southern Bank | ||
| Deborah Woodford, Great Southern Bank | Head of Marketing | Great Southern Bank | ||
| Karen Gibson, Great Southern Bank | Senior Marketing Manager | Great Southern Bank | ||
| Paul Lewis, Great Southern Bank | Chief Executive Officer and Managing Director | Great Southern Bank | ||
| Darcy McGuire, Great Southern Bank | Campaign Manager | Great Southern Bank | ||
| Hannah Buckingham, Great Southern Bank | Marketing Coordinator | Great Southern Bank | ||
| Ronan Donnelly, Great Southern Bank | Senior Manager, Product Performance and Analytics | Great Southern Bank | ||
| Alicia Lloyd, Great Southern Bank | Senior Manager, Sponsorship | Great Southern Bank | ||
| Helen Leech, Great Southern Bank | Creative Services Manager | Great Southern Bank | ||
| Natalie Ambrosini, Great Southern Bank | Art Director | Great Southern Bank |