With tongue firmly in cheek, the creative idea celebrates the mighty power that St.George’s mobile banking tools confer on the digit most used by digital natives, the humble thumb.

We hand built a range of quirky millennial thumb characters using props (tiny wigs, jackets, hats etc) and a complete thumb-sized world for them to move around in. In a range of filmic and static media, these characters describe the empowering benefits of each service.

In sharp contrast to other bank campaigns, which tend to dramatise the lifestyle benefits of similar services, this campaign gets across those benefits in a more direct and engaging way.

The campaign began in August 2015, running through to Christmas in two phases.

A range of channels were used to reach millennials, with strong online components on both desktop and mobile platforms.

The online video elements were central to the campaign: - we created five 30” online videos, each showcasing a product proof point. This content was distributed on desktop and in mobile through Facebook, YouTube and Video On Demand.

We also deployed bespoke skippable 15” pre-rolls, expandable in-Mobi OTP placements, a Thumb-ified landing page (we even included fun thumb questions in to the usually dull FAQ section) and retargeted video messaging.

A Spotify campaign allowed our thumbs to interact with the music app whilst banners and radio spots promoted Cardless Cash. Listeners could get 30 minutes ad-free if they watched the Cardless Cash video when they opened the app.

See results below in confidential information