There is however a lesser known but not less spectacular success story in the banking category, which has arguably been far less dependent on business dynamics, and far more on a successful and consistent marketing and communication approach: The Nedbank story.
In early 2016, figures were published in the press showing that Nedbank was continuing to make headway into the category and was rapidly closing the gap with FNB, in line with Capitec's growth.
At the heart of this communication strategy is the success of the Eugene campaign. "Eugene" is the story of how Nedbank consistently orchestrated a simple communication strategy, over time, to become relevant to the needs of the middle-market consumer, driving significant growth for Nedbank's retail division and resulting in superior and sustained financial performance.