Заголовок | Peugeot |
Агентство | TBWA\Hunt\Lascaris Johannesburg |
Кампания | Achiever - Standard Bank |
Рекламодатель | Standard Corporate & Merchant Bank |
Бренд | Standard Bank |
Posted | Август 2004 |
Продукт | Achiever Plan |
Бизнес сектор | Банковские и финансовые услуги, инвестиции, биржевые маклеры |
История | Utilising existing upmarket aspirational brands we placed fake credit card slips and signed cheques onto full page existing ads. The credit card slips and signed cheques were made out to the brand being advertised. |
философия | This case aims to demonstrate how Standard Bank managed to regain the high-ground through differentiated communications. |
Проблема | There are four major banks in South Africa, all competing for the upwardly mobile Achiever market. Standard Bank was the first to introduce a bundled credit offering catering for this market. However, the other major banks followed suit by offering similar products sending the market into a parity lull. |
Результат | The campaign was not only groundbreaking but also managed to achieve phenomenal results not only creating a huge amount of talkability but also helped the sales increase up by 400%. |
Тип медиа | Журнал |
Длина | |
Рынок | South Africa |
Креативный директор | Sandra deWitt |
Копирайтер | Cindy Lee |
Арт-директор | Lapeace Kakaza |
Продакшн Студия | Beith Digital |
Стратегический планировщик | Nala Dhlamini |
Директор рабочей группы клиента | Avril Van der Merwe |
Group Account Director | Susan Ferguson |
Руководитель креативной группы | Lapeace Kakaza |
Менеджер по рекламе | Jenny Pheiffer |