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.