BankSA: How one letter changed the game

BankSA, a financial services brand, made a public declaration of commitment to South Australia by changing its name to BackSA.

Campaign details

Brand: BankSA Agency: Saatchi & Saatchi Australia

Campaign Summary

In a seemingly simple change of one letter, we boldly changed our name. BankSA became BackSA.

In communications, symbolism means something and with action to back it, we created a campaign that stirred the pride of a community. We ignited a State, our State. And in doing so, we proved it was possible to unlock love for a bank.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands