Standard Bank briefed us on finding a fresh way of speaking to the youththat would cut through the clutter and resonate with South Africa’s young people. We couldn’t help notice that there was a very big elephant in the room. In the current South African economy, how can we tell young people they need to save when they don’t have anything to save? What if we could somehow get that money into the hands of the youth? What ifwe got THEM to make the campaign, and get paid for it? Then they’d actually have something to save. We set a goal of just R100k – 10%of a million. We created an entire digital campaign designed to put money directly into the hands of the youth. We achieved 1 million active accounts (double our target). And we got R20 million directly into the hands of the youth. Not bad for a bank.
