75th Anniversary

Celebrating St.George's 75th Anniversary.
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The Challenge

St.George bank wished to celebrate their seventy-fifth anniversary. The bank wanted to create a lot of excitement and public goodwill for this milestone with the much-loved St.George dragon at the forefront of the campaign.

The Idea

We built a forty-foot high dragon and perched him on a 'rock' smack bang in the middle of Darling Harbour, one of Sydney Harbour's busiest coves.

On-shore nearby, we set up an 'activation zone' with a series of activities that included image capture, social media displays a massive birthday cake and merchandise giveaways.

This fun interaction with the public created the perfect backdrop for a press conference announcing a one million dollar donation to charity by St George.

The Outcome

The activity delivered 2.9M digital impressions and 39,179 clicks, with a click through rate of 1.35% (Financial Services industry average CTR 0.03%).

We launched the St.George Instagram profile with 1,325 #happy75th images posted and the St.George Facebook increased its fan base by over 5,000 through the week - generating the highest engagement rate ever on the page.