“Let's Do This”

Client: BankSA
Role: Social, PR, ATL

Bringing to life a South Australian icon to help champion South Australians.

How we re-invigorated a South Australian heritage brand with a social first, state-championing campaign.

BankSA was a much loved local brand on the decline. Its relevance and awareness among millennials was waning. We needed to punch through a market cluttered with not just the big four but a thriving credit union sector, accentuated by a low cost to media. The spiritual challenge was to provide a rallying call to all South Australians to get out there and seize the day for themselves and the state.

We created a new positioning ‘Let’s Do This’ and took a unique South Australian icon, the state bird, widely seen on state insignia and crests and created a character to bring to life the new brand positioning in a truly memorable way.

Piping Shrike introduced himself to the people of South Australia on social media, releasing a video outlining his vision to make SA the greatest state in the country. Shortly after he penned an open letter in the local newspaper, demanding recognition for all the ‘heaps goodness’ he’d help oversee in South Australia’s magnificent history. His cause got picked up by influential South Australians, appeared as lead item on 7 News and a South Australian ’summit’ was hastily arranged by the Adelaide Lord Mayor. Local brands such as FruChocs, Bickfords and Gelista reached out and lent their support to his crusade. Shortly afterwards BankSA took up his cause and offered him a role as ‘State Treasure’. A series of integrated campaigns, featuring Piping Shrike followed.

Piping Shrike continues to use social media to remain a cheerleader for all of South Australia. He celebrated Christmas with a message of hope and optimism for the year ahead, created a Whisky and Worm Bar as part of Adelaide Fringe and inspired his Facebook followers to help save local landmark Larry the Lobster. He’s also had a number of ideas for BankSA customers including the YOLO Grant (You Only Live Once) for students opening a BankSA account and a Fringe with Benefits club for customers attending the Fringe.

The campaign has delivered strong top of mind awareness with extensive PR coverage across all media, from 7 news to radio interviews with Hamish & Andy and local press coverage. Within the first two days of announcing himself on Facebook Piping Shirke reached over 250,000 people (population 1.6 million) with over 18,000 people directly engaging. His initial video has been seen over 650,000 times.

You can follow Piping Shrike on Facebook, Twitter and LinkedIn.

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