Produced and conceptualised by creative advertising agency Joe Public and the production company Bouffant, the 'Make your Savvy Life Happen' campaign provides a fresh take on consumer financial education, aimed at increasing awareness on building financial fitness.
The creative concept portrays real life circumstances and decision-making processes in the lives of consumers, using interactive mind-probing commercials highlighting the intuitive capabilities consumers may not be aware they possess. It draws on scenarios that differentiate the concept of needs versus wants, using the voice of reason played by Michael Richards and the campaign's brand ambassador, Eugene Khoza.
Xolisa Dyeshana, ECD at Joe Public, says that the concept needed to help bring to life familiar financial decision moments. "We all wish we had someone to lend us a helping hand or nudge us in the right direction when faced with such decisions. That's how we came up with the idea of using Eugene within those situations and having the bank as his companion or voice of reason, giving him some tips and advice as he makes his own savvy life happen."
Head of marketing for retail and business banking at Nedbank, Vanessa Singh, explains that the brief to the agency was to illustrate consumer pain points in a light and exciting way that resonates with the target market. "The creative concept is informed by insight into the day in the life of an upwardly mobile client looking at questions that we all have and need answered in a manner that is easy to understand. The campaign also illustrates the evolution of our marketing strategy focusing on the psyche of the consumer, seamlessly blending everyday living with a savvy lifestyle solution for the 21st century consumer."
Jono Hall, director at Bouffant said, "What is exciting about this campaign is that it is the first time we have sat down and refined and worked towards creating a proper, holistic, detailed vision of what 'Savvy' is, with forethought and insight and not just assembling a bunch of elements together and seeing what happens."
"With the convergence of communication platforms, consumers have access to information at their fingertips and this has redefined consumption patterns in totality. This means brands need to continue innovating to be a step ahead of the consumer trends. To connect with consumers, marketing campaigns need to be authentic in order to resonate with the respective target audience. 'Make your Savvy Life Happen' seeks to do just that," concludes Singh.
