| Title | Standard Bank Achiever - 2 |
| Agency |
TBWA\Hunt\Lascaris Johannesburg
|
| Campaign |
Achiever - Standard Bank
|
| Advertiser |
Standard Corporate & Merchant Bank
|
| Brand |
Standard Bank
|
| Posted | May 2005 |
| Product |
Achiever Plan
|
| Business Sector | Banking & Financial Services, Investments, Stock Brokers
|
| Story | 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. |
| Philosophy | This case aims to demonstrate how Standard Bank managed to regain the high-ground through differentiated communications. |
| Problem | 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. |
| Result | 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%. |
| Media Type |
POP Material Design
|
| Market | South Africa |
| Strategic Planner |
Nala Dhlamini
|
| Account Director |
Avril Van der Merwe
|
| Group Account Director |
Susan Ferguson
|
| Creative Group Head |
Lapeace Kakaza
|
| Advertising Manager |
Jenny Pheiffer
|
