'Happy' the St George dragon, a character who for many holds positive associations, has been seemingly absent in a number of their more recent campaigns. In saying this, I couldn't help but question this sneaky addition in St George's latest campaign.
Is this an attempt to subconsciously induce those comforting, positive, infantile emotions that Happy holds while maintaining a squeaky clean presence of professionalism that is so popular in retail banking today?
Is this an attempt to bring him back? Did he ever really leave…?
The game is on to spot the dragon in their next installment.
Sam Tatam is a qualified psychologist and Brand Strategic Planner at Ogilvy & Mather. With a background in fast moving consumer goods and a passion for all that is new and exciting, he is entering the world of the blog to extrapolate and expand upon the science of selling.
All comments on this blog are his own and do not necessarily represent the views of his employer.