Great Southern Bank + Big Bash League
Great Southern Bank helps you get clever to achieve your Australian dream of owning your own home. To do this, Great Southern Bank inspires a clever attitude positioning empowering Aussies to adopt clever action through their range of products and services designed to help them achieve their own Happily Clever After.
The challenge? How can Great Southern Bank continue the momentum building a new brand promise and deliver impact for attention across Summer.
- Context: alignment with mindset and environment – embrace the Summer and consumption habits/passions of the audience across the season.
- Attention: be heard – garner higher SOV focusing on channels that deliver reach, scale and frequency.
- Behaviour: demonstrate brand attributes – deliver relevance to the promise and Clever positioning across multiple touchpoints
Reaching over 14 million Aussies through their cricket passion, together Great Southern Bank and Seven’s BBL partnership across all touchpoints helped inspire and empower Aussies for their own Happily Clever After.
Context – Alignment with mindset and environment
BBL Cricket Sponsorship
- The number one summer sport, and passion for Aussies; the cricket
- Commercial sponsorship aligning Great Southern Bank with the high reaching BBL across all screens to deliver awareness and promote the $50k competition giveaway
Attention – Be heard, reach masses
House Party @ The Gabba
- Bringing the Great Southern Bank home to life with 2 live crosses of the house party, broadcast within the BBL, reaching mass Australia.
- High reaching, SOV building assets including squeeze backs broadcast to the mass audience.
Behaviour – Demonstrate brand attributes
Most Clever Play of the Week
- Wrapping up the most clever plays of the week, aligning to Great Southern Bank’s promise of clever inspiration and action.
Most Clever Player
- Audience vote of the most clever play of the week, entering voters into the draw to win $50k for the Australian dream.
Goal 1: Increase brand awareness through aligning with a core platform matching the target audience’s Summer passion.
Great Southern Bank’s awareness levels consistently grew across the BBL season, enjoying an uplift of +22pts from 50% at the start of season to 72% during the conclusion – driving them as the highest ranked non-league partner for awareness.
Goal 2: Use multi-touch point executions to drive cut through and SOV to be heard and command attention.
- Premium on screen graphics driving 30% awareness (BBL average is 27%)
- House party integration and verbal mentions drove 40% higher peak branding than typical TVC outcomes.
- 50% sponsorship recall for branded competition.
- Campaign as whole helped drive an increase in website traffic by 11.4% YOY
Goal 3: Grow brand attributes and campaign messaging among the BBL viewers.
- Clever: +9pt uplift to 16%
- Great Southern Bank helps people own their home: +9pt uplift to 42%
Source: Gemba 2020 & 2021