\n<\/p>\n
In a category that\u00a0still largely defines wealth as something exclusively material \u2014 a nice car, a big house and other fancy belongings \u2014 banks have an opportunity to resonate more deeply with their target customers if they evolve their advertising to reflect their audiences’ evolving perspective on wealth, says M&C Saatchi Abel Head of Strategy,\u00a0Makosha Maja-Rasethaba.<\/p>\n
“It was an\u00a0emotive execution that resonates
\ndeeply because it’s rooted in audience insights and purpose. We knew that
\nwe needed to be sharp with the campaign to position Standard Bank as the most
\ndesired Private Bank in Africa, building affinity with a youthful, affluent
\naudience,” says Maja-Rasethaba.<\/p>\n
“We boldly
\nshifted our perspective on wealth for our new campaign. Our audience has
\nevolved, and for many, the idea of wealth has expanded. Today, wealth is
\ndefined as multifaceted, encompassing the physical, mental, social time and of
\ncourse, financial. Financial wealth is naturally important and in a lot of ways
\nfundamental \u2014 it is a trigger to unlock the other types of wealth. So, the
\ncampaign tells the story of the types of experiences that a wealthy life
\nenables and expresses it as \u2018’ving wealthy,'” adds Maja-Rasethaba.<\/p>\n
Susan Steward,
\nExecutive Head of Marketing for Standard Bank Personal and Private Banking, says
\nthe campaign’s positioning is supported by the bank\u2019s product and service
\noffering.\u00a0<\/p>\n
“The campaign, which speaks to helping clients grow wealthier every
\nday in every way, is supported by our extensive network of bankers and advisers
\nproviding expert guidance, as well as by our diverse range of solutions and
\nservices. Standard Bank Private’s suite of products and services are designed
\nto help our clients maximise their financial potential, and our lifestyle
\nrewards are crafted to enhance their experiences. The campaign is authentic and
\ndeliberate,” says Steward.<\/p>\n
Keno Smith,
\nHead of Brand and Marketing at Standard Bank Private, says the bank focuses
\non its clients’ wealth journeys and aspirations. “At Standard Bank Private, our focus is on growing our clients’ wealth. They have big dreams, ambitions and goals, and we’re here to accelerate their growth. We’re passionate about
\nsupporting our clients’ financial journeys and understand that success is about
\nmore than just financial, it’s about who they want to become, what they want to
\nachieve and where they want to take their ambitions.”<\/p>\n
M&C Saatchi
\nAbel Executive Creative Director, Verona Meyer, says the agency wanted to tell
\na human story, one that is relatable and emotive. “It needed to be authentic.
\nThe advertisement zooms in on people’s most intimate moments as they celebrate
\nthe many benefits and joys of a wealthy life. We used the classic earworm, ‘Favourite Things,’ to subtly express that a wealthy life is one that’s filled
\nwith all your favourite things and having the time to experience that life with
\nthe people that mean the most to you.”<\/p>\n
Meyer concludes, “Our
\nrelationship is underpinned by a deep sense of trust, shared ambition and
\nmutual respect. This underpins every brief. We’re not just executing
\ncampaigns \u2014 we’re building together, challenging each other and staying closely
\naligned on the ‘why’ behind the work. That level of openness creates space for
\nbold ideas, sharp execution, and ultimately, work that resonates deeply because
\nit’s rooted in real insight and purpose.”<\/p>\n
For more information, visit\u00a0www.standardbank.co.za<\/a>. You can also follow Standard Bank on\u00a0Facebook<\/a>,\u00a0LinkedIn<\/a>, or on\u00a0X<\/a>.\u00a0<\/p>\n *Image courtesy of contributor\u00a0<\/em><\/p>\n<\/div>\n