Elridge Marshall
Art Director at King James Group
Cape Town, Südafrika
TitelMna Nam | Sanlam National Savings Month
Agentur
Kampagne Mna Nam
Werbende Sanlam
Marke Sanlam
PostedAugust 2018
Geschäftsbereich Bank Services, Börsenmakler
Story Synopsis;WHAT IF WE COULD SAVE AS EASILY AS WE SPEND?;South Africans are among the worst savers in the world. And every month, banks and financial institutions give us new and easier ways to spend. Over the last three years, Sanlam has used National Savings Month as a platform to educate the nation on the psychology of our money behaviour and the importance of living within your means.;In 2017, we wanted to shift from education to action by equipping people with a tool that enables all South Africans to save as freely as we normally spend.;What if we took one of the biggest of these new ways to spend, and made it do the exact opposite of that? Save.;Strategy;Against the backdrop of a non-existent savings culture, Sanlam wants play a meaningful role in supporting South Africans on their savings journey. By providing practical tools needed to save, they work toward their brand vision to see sustained growth for our economy and a generation of financially savvy citizens. We flipped an industry usually associated with spending into a space for responsible saving.;The Mna Nam brought the opportunity to save into the day-to-day things we do - giving people an opportunity to allocate funds into a virtual savings wallet on their phones. This fashion accessory transformed the perception of saving from boring and unappealing, into something associated with the desirable world of fashion.;Our marketing communication, influencer partnerships and placements also supported this fashion-forward product which was easily accessible on any device that could read a QR code.;Outcome;SO MUCH MORE THAN FASHION;AWARENESS;Combined Digital Paid Impressions: 14,884,344;% of top tier media to successfully reach target market: 92% (editorial exposure across news, lifestyle & finance publications);Total Impressions: 101,082,943 (PR and social media combined);EARNED MEDIA;Brand mentions in earned media: 96%;Earned media impressions: 86,198,599;ENGAGEMENT;Social media engagement (incl. views): 1,000,017;Average time on site: 3 mins, 4 secs;Fastest Destiny Magazine edition sale;Video views: 783,027;Production run of 10 000 units were all claimed;RETURN ON INVESTMENT;Earned media ROI of 299%;Execution;SAVING NEVER LOOKED THIS GOOD;We partnered with Laduma Ngxokolo, African hottest fashion designer and multi-award winning fashion icon, internationally recognised for bold, contemporary knitwear prints combining South African tradition with modern sophistication. He handcrafted a “for him” and “for her” Mna Nam and thousands were manufactured for nationwide distribution, with how-to-save instructions using Mna Nam and WeChat. A high-end spot based in the visual vernacular of the fashion world fuelled intrigue and desire for his first-ever jewellery piece.;Launched at South Africa’s most prestigious horse-racing/fashion event - the Durban July - it became an instant must-have, worn by some of South Africa’s most influential celebrities. Distributed exclusively in Destiny, South Africa’s biggest fashion magazine, it could be ordered online by the public. Every time an owner wore the limited edition item, they were reminded to save and had the ability to do so via the WeChat Wallet mobile app.;Campaign Description;TURNING A SPENDING APP INTO A SAVINGS APP;South Africans don’t save because it’s the last thing on their minds and the last thing they want to do. During National Savings month, Sanlam transformed the perception of saving from boring and unappealing to something desirable and top of mind, by providing a tool that made saving accessible, and as easy as spending.;Combatting the tech constraints of a mobile-first Africa, we innovated on an existing platform and turned the WeChat Wallet payment system into the WeChat Wallet saving system. Then, we made it into the most desirable and in-demand wearable in the country. This wearable deliberately incorporated a low-tech QR code to make it widely accessible to all South Africans.
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Tonstudio Pressure Cooker Studios
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Developer
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Projektmanager
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Aufnahmestudio Pressure Cooker Studios
Social Media Manager
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Creative lead for agency Alistair King
Executive Creative Director Dan Pinch
CCO Matt Ross
Executive Creative Director Devin Kennedy
Creative Director Cameron Watson
Creative Director Ken van Reenen
Creative director Damian Bonse
Creative director & copywriter Jared Osmond
Designer Elridge Marshall
Digital copywriter Emma Drummond
Website Design Eugenie Botha
Senior Digital Designer Joe Van Schalkwyk
Animator Daniel Zoeller
Digital Designer Liezl Fourie
Digital Designer Chloe Igo
Digital Copywriter Kirsti Rivett
Digital Copywriter Tamsin Green
Front End Developer Pete Blaszkiewicz
Strategy Lauren Volmink
Media relations and influencer engagement Bukelwa Monqo
Media relations and influencer engagement Savannah Feeke
Copywriter Wendy Birt
Agency producer Kathi Jones
Agency producer Ananda Swanepoel
Client Service Tim Young
Client Mariska Ousthuizen
Client Kelly Driscoll
Community Manager Adrian Atherton
Film Direction Rob Smith
Client Service Kirsten Bohle
Entrant Company KING JAMES GROUP
Idea Creation KING JAMES GROUP
PR KING JAMES GROUP

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