We had a “St.George In the Sky” Hot Air balloon fly over Melbourne, the capital city of Victoria. Integrating this with a local radio campaign, we asked listeners to see where it landed and the first one to it won a prize.We bought posters in suburban Victoria and ran messages talking about that specific suburb, such as “Did you know foxes like stealing shoes around here?”We ran Treasure Hunts in the suburbs where our branches are, promoting these on radio and giving prizes to the winners.

We turned up to local events with our Ice Cream van and gave away free ice cream sundaes.All this on ground activity enabled our staff to get to know local residents personally.This was all supported with a local radio campaign involving promotions, live reads and advertising to show that “we're getting to know Victoria”.

Our objective was to increase consideration for St.George. The following results are from brand tracking in Victoria which was specifically adapted to measure this campaign with pre and post measures.Overall consideration went up 5-fold.Homeloan consideration tripled.Deposit consideration doubled.

Awareness of the “We know Victoria” campaign peaked at a higher level than previous TV ad awareness.

After 15 years we finally put ourselves on the map in Victoria. A huge success and now being used to roll out in other states of Australia.