Standard Bank: Thank You

Challenge

A rebranding campaign was planned to launch in March.  due to lockdown, launch date was pushed back.  The challenge was to make the launch more relevant to the situation in the country at the time and making the brand more relevant to people

Insight

Globally there was a massive trend to highlight the amazing work being done by first responders and healthcare workers.  Taking our cue from that we wanted to do the same for South African heroes – the essential service workers.

Strategic Approach

We required a media channel that allowed for Dynamic messaging that would target the essential service workers on their commute to and from work.  It would also have to be impactful and highly visual

Tactics

We negotiated the launch booking into AV and used the digital screens as a method to reach the South African essential workers.  The various creative messages were flighted to reach different sectors with relevant messaging.

Results

This was to a value of R1.5m that client did not have to pay for