Unlike some brands that chose to put advertising on hold during CV-19, St.George continued with plans to run a brand campaign.
St.George Head of Brand and Advertising Kate Kissane said, “In a crisis, brands should lean in to their strengths and live up to their values more than ever.”
With media consumption habits shifting during the pandemic, the channel selection needed revision. Kissane says: “We prioritised TV and video on demand which are channels that lend themselves well to storytelling and achieving reach.”
By doing this, St. George achieved record levels of brand recall. Check out the video case study.