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Bank on soccer
For Nedbank's MasterCard 2006 Soccer World Cup competition promotional campaign, Pump Brand Ideas PUMP created three dimensional soccer scenes by placing together a variety of cut-out life-size soccer players (staged on authentic Astroturf) in the windows and banking halls of high traffic branches. The scene was completed with the use of draped goal nets, window decals and welcome mats at the entrance, designed to look like sections of a soccer field.
Comments Andy Dippenaar, Pump creative partner, "We wanted to go further than the ordinary flat competition posters and brochures that are used for promotions in banks everyday.
"As a result, we decided to treat the bank environment a little bit like a stage and, through our window display and in-branch activity, invite customers into the bank to participate in the competition."
It would seem that the idea of going the extra mile and doing the unexpected, particularly in a banking environment, succeeded in its task of increasing entries into the competition: sales reflected a 14% increase over and above the already raised targets set for the short two month promotional period.
