Capitec launches digital youth campaign

Capitec Bank has launched an integrated online and mobile campaign aiming to capture the attention of South African youth and explore their attitudes towards money, wealth and aspirations for the future. The campaign runs parallel to the bank's nationally representative Youth Prosperity Survey.

Developed by Atmosphere Communications and Cow, activity is focused around a microsite www.youthprosperitysurvey.co.za, with a mobile version available at http://m.youthprosperitysurvey.co.za and is supported by digital marketing and PR.

“Young consumers are often the most vulnerable when it comes to money management. Money and how it is managed has a huge impact on their ability to achieve their aspirations and dreams. As a result, this campaign is designed to give Capitec Bank increased insight into and understanding of this important audience's relationships with money,” comments Sumarie Brand, head: PR and Communications at Capitec Bank.

Atmosphere Communications' team developed the campaign's creative strategy and managed public relations with account directors Rebecca Solomon and Dan Pinch and account manager, Vasti Raftopoulous. Account managers, Helette Gelderblom and Saskia Redivo of Cow developed the campaign's digital elements of web and mobile design.