BANKSA

Launches new brand positioning

Client: BankSA
Role: TV & OOH


BankSA launches new brand positioning

Partnering with Saatchi & Saatchi, BankSA has launched its new “BackSA” campaign to remind South Australians they’re backed every step of the way for the things that matter to them most.

The new campaign is the result of South Australians telling the State’s oldest bank what’s important to them. This includes sponsorships of community events, supporting local businesses, providing ample job opportunities, and helping people to get into their homes.

The campaign launches with a 30” TVC fronted by BankSA’s brand ambassador and the State’s emblematic bird, the Piping Shrike. In the spot, the bank showcases its commitment to backing South Australians, including updating its name from BankSA to BackSA.

This simple change to the logo has been embraced across all channels. As well as changing key signage outside its historical headquarters to read ‘BackSA’ the campaign is also supported with content featuring local BankSA backed business REDARC, plus outdoor, social and digital which celebrates the key ways BankSA helps back the state and its people.




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