new accounts were opened through the course of the campaign
account holders made Capitec their primary bank
unique opens of the mailer with a total of 33 623 total clicks
About the campaign
Although our strategy had to help persuade Capitec clients to use their Capitec account as their primary account and encourage new clients to sign up, our strategic approach was not just about telling engaging stories. It was also about data-informed content, agile content (being tactical and reactive by taking into account current events), and retargeting (finding customers where they already were).
Data helped to give direction and find opportunities; creativity made the content different, authentic and valuable; and smart amplification created relevancy.
Capitec, a South African retail bank with 12.6 million active clients, asked John Brown South Africa to create an innovative strategy that would support their repositioning from “Bank better. Live better” to “Simplify banking. Live better”.
Two main audiences had to be considered: current Capitec clients, who do not necessarily use their Capitec accounts as their primary bank accounts, and potential new clients.
Our strategy had to help persuade Capitec clients to use their Capitec accounts as their primary accounts and encourage new clients to sign up.
Audience insights was the starting point. Informed by proprietary research and Capitec’s internal analytics, we identified the audience for the campaign to be busy multitaskers who are addicted to their mobile phones, highly career-focused, looking for inspiration and not incredibly loyal to Capitec (they often have accounts with other banks).
Next, we identified the audience’s core need. To get to the place where (as per the new positioning) “simplify” would be the solution, we looked at the inverse: complication.
Our solution needed to simplify life for our audience.
Over the course of the campaign 1.332 million new accounts were opened, an average of 222 000 per month (2.5% higher than normal). Approximately 104 500 account holders made Capitec their primary bank from October 2019 to March 2020.
- 1 332 447 new accounts were opened through the course of the campaign
- 104 500 account holders made Capitec their primary bank
- 16.7% open rate achieved on mailers; the final mailer achieved an open rate of 3.25% (KPI was 10-15%)
- 3 180 000 emails were sent (about 230 000 per send)
- 530 000 unique opens of the mailer with a total of 33 623 total clicks
- 1 529 493 total reach on Facebook
- 2 365 870 total impressions on Twitter
- 313 004 total impressions on LinkedIn
“We briefed our agency to launch our new positioning and we couldn’t be happier with the outcome. They created a content series that gave people tips on how to simplify their lives, allowing us to target the individual as a whole and not just as a banking client. This enabled us to build different audiences by sharing tailored tips regularly and incorporated moving to Capitec as the ultimate way to simplify life."Matthew Smith, Content & PR Manager at Capitec
FoxP2 SA: 1st For Women Safety
FoxP2 was briefed to entrench 1st for Women's “fearless” positioning and developed a campaign that highlights how FFW is the only insurance brand that fights for women’s safety. Because a safer ...
iProspect SA: MultiChoice teams up with Udemy
In a move to empower customers across the continent with impactful and functional skills, Africa’s leading entertainment provider, MultiChoice, partnered with Udemy, a global leader in online le...
iProspect SA: The SuperSport App Experience
iProspect was tasked to launch the impressive SuperSport app experience to eagerly awaiting African audiences. They embarked on a launch strategy to target their key regions of South Africa, Nig...
Red Star SA: SOL - Taste the Sun
After Sol launched the Sun as their ‘brand ambassador’, digital out-of-home creative was updated in real-time with appropriate brand messaging, triggered by key weather changes.
iProspect SA: You Belong; The Fragrance by Brutal Fruit
This is a story of differentiation, to showcase Brutal Fruit as a brand of distinction, by delivering deeper brand meaning & value.
Brutal Fruit chose to dial up their sophistication ...
iProspect SA: Santam TV Integration into Kings of Joburg
Where Content and Technology powerfully intersect, this is where we connect.
In a first for South Africa, we plugged Santam into the critically acclaimed Netflix original TV series, crea...
Carat SA : Absa Snapchat Artificial Reality Game
A bespoke Snapchat game designed to demonstrate how Absa makes your money go further by teaching younger consumers the value of good banking practices.
Carat SA: NIVEA Perfect & Radiant #RoutineRoutine
NIVEA joined forces with award-winning musician, Sho Madjozi to create a truly interactive participation platform that created authentic, two-way communication between the brand and their younge...
Posterscope Kenya - The Travelling Stand-up Case Study
The Safaricom Let’s Keep Going Campaign was launched in a bid to improve Safaricom’s brand NPS.
Red Star: Heineken - When You Drive Never Drink
Heineken has prioritized leading the conversation about drunk driving to make a difference. They aim to change the drinking and driving behaviour in SA by disrupting key moments associated with ...
Carat SSA – Malta Guinness- Maltavator show
A Pan-African mind and body challenge was created to enable consumers to Fuel their Greatness through a game show.
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.
FoxP2 SA: Wimpy Summer Promotion
Using culturally nuanced South African truths, FoxP2 created a campaign that delivered results that were 62% above target for the Wimpy brand over the aggressively competitive festive season
FoxP2 SA: Wimpy's Gogo Zoom Call
The campaign aims to position Wimpy in the minds of the consumer not just as a sit-down restaurant but also as take away and delivery offering. It builds on an existing well-loved story of the b...
FoxP2 SA: 1st for Women Fearless campaign
Fear is part of life, and it has its uses. BUT it should never dominate or hold us back.
With the tangible and emotional support of 1st for Women's (FFW) products and inspiration, women ...
FoxP2 SA: Wimpy Grill Up Fill Up Promotion
By tapping into rich cultural and societal insights, a traditional burger and breakfast joint strongly associated with older white consumers sold an unprecedented number of grills to an emergin...
FoxP2 SA: ER24 ‘Save a Number’
To get people to save the ER24 contact number we conceptualised a campaign around the idea of someone talking to you from within your phone. This ‘someone’ was a random contact we suggested be r...
FoxP2 SA: 1st for Women 16 Days of Light
Gender-Based Violence is a dark subject. For 16 days, we brought it into the light, projecting tributes in light onto some of the darkest places in South Africa - the actual locations of femicid...
Budweiser – King’s Stitch
Creating a platform to encourage young people ditch societal stereotypes and find their voice amidst society’s confinement.
Dare Create Nigeria: Lucozade Masterbrand Campaign
Reshaping the Lucozade brand narrative through a 360-Campaign