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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

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