We helped the bank that helped you.
At a time when no one liked, let alone loved FNB, our mission was to resuscitate the bank’s purpose in the hearts and minds of all South Africans.
‘HELP’ was the cornerstone of the brand, but it had no purpose or meaning. It talked about help without delivering on it. And so our strategy began by understanding how to make ‘HELP’ relevant to the bank and the market context of the time.
We embarked on a 3-phase journey that allowed us to bring ‘HELP’ to life in a tangible way that consumers could see, feel and most importantly, experience.
Phase 1: Give emotion to ‘How Can We Help You’.
Phase 2: Innovation-led helpfulness
Phase 3: Switch campaign and expand ‘Help’.
Impact of the workpiece
The campaign became one of South Africa’s most recognizable and iconic campaigns. Furthermore, with a raft of market-first innovations, FNB proved that they indeed wanted to help their consumers