To highlight how nimble St.George’s Business Connect and loan services were, we showed the alternative: Out-dated business ideas launched in the market as new.

Along with these demonstrations of what can happen to good business ideas, we revealed the message "Launch your new business while it’s still new business".

In what’s usually a pretty dry category, we used humour to communicate with customers about the strength of St.George’s product offering.

By doing so, we cut through the usual bank-speak and reaffirmed St.George’s position as a challenger to the big banks.

Interest in St.George Business Connect increased after the release of the campaign. So far they have had 1,414 video conference bookings on the service, and the campaign is set to roll out nationally in over 200 store-front locations.