We introduced South Africa to shared-value banking.
Discovery has a unique value proposition in the market. Shared Value – the company’s philosophy – enables Discovery to offer clients something that no other Bank in South Africa can – a share in the money that their good financial behaviours generate. Armed with this value proposition, they decided to launch South Africa’s first and only Shared-Value bank as an alternative to the traditional incumbents of the market.
The challenge was to take the academia behind shared-value as a proposition and package it in a way that would enable South Africans to understand how unique and attractive it is, in order to acquire new signups for the bank.
The complication was effectively capturing all the aspects of the value proposition in a way that was relatable and demonstrated the uniqueness of the idea within the parameters of an advertising campaign.
We created a full 360 advertising campaign that introduced South Africans to the concept of shared-value banking. Beginning with a 90 second TV and digital film, we unpacked the banks value proposition across multiple elements, and juxtaposed them against the current offering from the South African banking industry.