02
OUR WAY OF WORKING
The agency orientates it’s team and efforts around 3 core client-led value drivers ensuring the right impact is delivered to the brand, the business and the customer through understanding what is required.
Creating a more precise positioning in the market for the brand, sub-brands and key offerings
Relentlessly owning a compelling space in the hearts and minds of consumers.
Unlocking and enhancing opportunities to convert customers and stakeholders, more effectively.
Positioning
We recently repositioned Standard Bank, Africa’s biggest bank, during our generations’ biggest pandemic.
​
A particular challenge has been to deliver the new positioning across multiple audiences ranging from retail customers to B2B audiences in the areas of both business and Corporate and Investment Banking.
The positioning came down to three precise words: It Can Be.
It Can Be is about hope. It is about every person’s dream for their future, and how, with the right help, they can make it happen. Every person can have a better future, and together our country, our continent and world can have one too.
It Can Be is an attitude. One that says: when we work together, we can find solutions to complicated problems. We can create new ways of getting things done. And we can help people reach their dreams.
It Can Be is a way of life. We won’t give up at the first hurdle. And while we might not be able to find a happy ending every time, we will push harder to get to where we can say: It Can Be.
Equity
Achieving relevance with South Africa’s youth is a challenge all large brands face today. A new generation with their own rules, views, values and beliefs. The banking sector is one that’s notoriously struggled to build equity with this market. So, we needed to approach this Youth campaign unlike all the other banks. To authentically connect with the young people of Mzansi by giving them a rallying cry to get behind. To give them and their ambitions a voice of their own. So along with them, we said: We’re the generation we’ve been waiting for. The campaign paid homage to the youth, with a campaign written by the youth, for the youth. All with the purpose of building deeper and more meaningful equity among the market every brand is striving to connect with; the future of our country.
Conversion
As one of the largest retail banks in South Africa, Standard Bank has a significant volume of products, services and new innovations that they need to drive conversion and uptake of, on a daily basis. To service this need, we have built a bespoke e-commerce unit that blends skills in project management, strategy, copywriting, digital design and QA to create a suite of advertising per product that drives customers to the sharp edge of the journey – conversion. It’s ultimately about the most precise message, delivered in the most compelling way, in just the right place, at the perfect time.
See some of our most powerful conversion work for Standard Bank across B2C and B2B audiences.
