BankSA & Adelaide Fringe Partnership



Brief

Brief

Increase recognition of BankSA as the Principal Partner of the Adelaide Fringe Festival, particularly as 2015 marked 10 years of the partnership. BankSA also wanted to profile their new brand identity and tagline, ‘Let’s Do This’, with exciting and innovative on-ground activation.

Strategy

Strategy

Create integrated activations that would generate excitement and embody the spirit of ‘Let’s Do This’. These activations would be linked by distinctive creative branding, making them unique to BankSA and a strong tool for increasing consumer recognition.

Execution

Execution

We worked with US-based company Dash 7 Design to bring their unique Waterfall Swing to Adelaide for the first time. A hit with the crowds, the Waterfall Swing sat at the popular Royal Croquet Club venue and provided a site for extensive branding. Alongside this, a wrapped and specially lit BankSA Tram rode the tracks through Adelaide CBD, extending BankSA’s presence across a wide and highly visible area. Both activations brought new elements to the Fringe, making BankSA a contributor to the festival in its own right. We distributed exclusive BankSA boater hats to visitors at the Waterfall Swing, turning them into mobile brand ambassadors across the entire Fringe.

Results

Results

Over 4,000 attendees enjoyed the Waterfall Swing during the Fringe, and the activation site received significant publicity across traditional and social media. The BankSA Tram was seen by over 150,000 contacts in Adelaide CBD – 30% of the city’s regular population. Responses to both the Swing and the Tram across BankSA’s social media accounts were overwhelmingly positive, with an average approval rate of 84%.