STRATEGY
BRAND (2025)
Bank Your Time - Nedbank
PNG
JPG
MP4
2m:10s
Silver
| Title: | Bank Your Time |
|---|---|
| Brand: | Nedbank |
| Product: | Financial Services |
| Agency Name or Internal: | Joe Public |
| Production Company: | Romance Films |
| Brand Representative/Marketing Director: | Khensani Nobanda |
| Agency: | Joe Public |
| CCO: | Xolisa Dyeshana & Pepe Marais |
| ECD: | Martin Schlumpf & Brandon Govender |
| Copywriter: | Jasmin Vandersteen |
| Creative Director: | Moemise Kekana |
| Art Director: | Zainab Mitha |
| Strategist: | Laurent Marty & Chad Nelson |
| Director: | Greg Gray |
| Producer: | Shannon McDougall |
| Business Unit Director: | Candice Shortt; Phindile Ndzekeli; Abigail Buckley |
| Production House: | Romance Fils |
| Post Production: | Chocolate Tribe (Johannesburg): VFX| Animation |
| Media Agency Partner: | The Media Shop |
| Executive Summary: | Over the past two decades, the South African banking landscape has undergone significant shifts, particularly driven by digital transformation and fintech innovations. These have increased the competitive context and introduced consumers to more optimal banking experiences on digital platforms. Regarding brand performance, Nedbank had strength in building saliency with high unaided awareness and brand consideration levels. The high brand consideration levels did not, however, positively convert into high preference for the brand. Brand preference is a behavioural construct that measures the consumers’ preferred brand out of several considered brands within the category. It also forms a strategic metric as it has been correlated with market share as per the Brand Preference Centre. Over the second quarter of 2023, the brand faced significant preference declines. Through the application of brand science, the top three drivers influencing preference at a category level are related to ‘accessibility’, ‘delivering the best client experience and service’ and ‘ease of doing business through any channel’. Therefore, it was a key strategic imperative to grow in preference by positively influencing perceptions relating to these top three drivers. The core commercial objectives were to drive digital adoption through the Nedbank Money app to expand the digitally active base. Driving usage of key transactional products through acquisition and growing investment product penetration formed key business objectives and imperatives. The Bank Your Time campaign introduced a game-changing concept for banking: allowing consumers to turn the time saved by banking digitally into a currency. This fully integrated campaign was built on the creative insight that time is more valuable than money and had a digital commerce platform at its heart to drive engagement and fulfilment of rewards. The mechanic behind the campaign was to drive consumers to use Nedbank’s innovative digital products and start saving time, ranging from opening accounts, applying for a credit card or fulfilling value-adding transactional behaviours. By making these purchases, clients could bank the time saved through earning rewards through the Nedbank Greenbacks programme to spend the rewards doing what matters to them the most, even redeeming experiences through the Nedbank Avo SuperShop platform. Regarding business results, the campaign drove 16 216 app installs, significantly expanding the Nedbank user base. A total of 2 324 new accounts were opened as a direct result of the campaign. Over 11 043 value-added services (VAS) activities were recorded, showcasing the campaign’s effectiveness in engaging consumers in the desired transactional behaviours. Brand preference improved by 4pp over the period, with positive improvement across the preference drivers. The Bank Your Time campaign sought to translate a compelling human insight that time is more valuable than money – a claim no bank has made– by leveraging the bank’s ecosystem to drive the brand’s strategy |
| Additional Credits: | Tebogo Motsepe (Executive Head: Marketing Strategy, Nedbank) |
| Additional Credits: | Buli Ndlovu (Executive Head: Retail & Business Banking Marketing, Nedbank) |
| Additional Credits: | Cleopatra Taoana (Head: Brand Strategy, Nedbank) |
| Additional Credits: | Mongezi Sokanyile (Senior Marketing Manager: Brand) |
| Additional Credits: | Zama Mlungwana (Head: Insights and Journey) |
