BankSA

10 / 18
A multichannel content campaign backing South Australian businesses
 

The Brief

As South Australia’s local bank, Bank SA wanted to produce a Christmas Gift Guide that supported small businesses.

The specific objectives and requirements for its Christmas Gift Guide campaign were to:

  • Align with its overarching brand purpose, We BackSA
  • Encourage South Australians to shop locally by hero-ing the products of local businesses with a focus on BankSA customers
  • Drive mass awareness, positive brand association and engagement
 

The Solution

We produced a creative content ecosystem that included:

BackSA print gift guide: 417K copies printed and distributed via letterbox drops and inserts, and at The Adelaide Christmas Pageant. Featured stunning photography, a high calibre of local talent and engaging business interviews to deliver the messaging around “community spirit” and help steer it away from “catalogue” territory:

  • 36-page news-stand quality publication
  • Interviews and photoshoots with four local businesses
  • Gift wish list interviews with five SA celebrities

View the BackSA Gift Guide online now

BackSA digital content assets: Our team created additional assets during print production to ensure content was effectively amplified. Outputs included:

  • 4x stop-motion product videos based on our key consumer themes
  • 1x hero campaign video
  • 4x video profiles of local businesses
  • Deep-etched imagery of all our still-life shoots which allowed different gifts to be reused by agencies in social ads as required

BackSA POS: We facilitated distribution of a retail-ready display box with copies of the magazine to stores and branches.

Support for local businesses: We provided the featured businesses with sharing tools and rights to their photography. The digital assets included direct links from the retailers’ online stores to support their businesses.

 

See The Results of Our BackSA Campaign

 
Meet the Editor
Jo McKay

Jo is a senior media professional with more than 20 years’ experience in lifestyle journalism. She has worked with major brands, including David Jones and Qantas, and consumer publishers, including InStyle, delicious., Harper’s BAZAAR (UK and Australia) and The Australian Women’s Weekly.

 

“The BackSA Gift Guide is designed with singular focus: to encourage South Australians to buy local during the crucial Christmas retail period. The comprehensive, elevated Christmas guide features emotive storytelling, inspirational gifting advice and beautiful lifestyle imagery, showcasing the very best of South Australia. Leveraging BankSA’s reputation for supporting South Australian business and community, this curated selection of covetable and inspiring gifts across SEO-led categories like kids, fashion, beauty, home and experiences makes it easy for South Aussies to support SA’s best retailers and, more broadly, the state.”

Jo McKay

 

See Also

 

Coles

Bunnings

Chartered Accountants ANZ

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