(2 February 2010 – Australia) St George Bank has invested in a new brand campaign costing over A$10 million to build the bank’s reputation as a big bank with small bank morals.The new campaign, ‘Big Enough, Small Enough’, involves press, online, outdoor and cinema advertising.
It will also involve a range of television commercials that have begun airing nationally with the slogan ‘Strength with soul’, ‘all the strength of a big bank with the soul of a small’.
The initial brand adverts will be followed by a series of commercials promoting specific products and services supporting the ‘Big Enough, Small Enough’ positioning.
The campaign and corporate positioning follows a rigorous and comprehensive research program with extensive qualitative and quantitative research involving over 5,000 respondents.
The research highlighted that the ‘Big Enough, Small Enough’ positioning had high appeal and relevance in the Australian market and was seen as a fit for the St George brand.
Greg Bartlett, St George Bank, CEO, said that the ‘Big Enough, Small Enough’ position has been a guiding principle of the bank’s business for a number of years, however this is the first time the St George will take the concept to market as its key selling point.