Before Nedbank goes public with its new brand campaign, it is strategically launching a platform of new and unique product offerings, to differentiate the financial institution, including two new Affinity programmes.
Boniswa Pezisa, Net#work BBDO's Deputy MD says: "Over the years Nedbank has championed affinity marketing, which has enabled its clients to contribute towards sports, arts and culture and the conservation of endangered wildlife.
"Nedbank has now unveiled a new affinity product - Children's Affinity. Using the new Children's Affinity credit card, debit card or cheque book results in Nedbank making a contribution to the Nelson Mandela Children's Fund. "
Some of the little people who will actually benefit from this philanthropic action are also the actors in the 'Oliver Twist' themed tv commercial.
Creative team Mariana O'Kelly and Gary du Toit say they wanted to move away from the previous inaccessible image of Nedbank to reveal a softer and kinder image to the country's viewers.
The commercial was shot by Director Leigh Ogilvy from Frieze Films: "The kids immediately seem more empowered, less like victims. They're not beggars but salesmen encouraging us to go shopping because it benefits them in the end."
The second product offering is Nedbank's The Eyethu Ownership Plan - Eyethu means 'ours'. This enables customers, employees and business partners to own shares in a broad based BEE deal.
"The commercial uses the analogy of worker bees getting a share of the hive to explain what would normally have been a complex concept. The song - 'come with me down paradise road' - was used to further enhance the message that this is the broadest BEE deal to date," says Pezisa.
