Living the high life

The inferred message of the campaign was to encourage the public to take control of their finances, starting by opening a Standard Bank current account which would enter them into a prize draw to win a financial coach for the year.

The campaign created a stir when the drama students took on the persona of the rich, famous and successful. Many believed that they were truly witnessing a celebrity going about their less-than-ordinary life. As most people are voyeurs at heart, it presented an easy opportunity for promoters to target individuals, once their attention had been secured. A subtly branded Standard Bank business card was handed to the interested audience, revealing the secret to their success.

Drama students were specifically selected for this campaign based on the characters they needed to portray convincingly. Intensive training courses were held throughout the country, where experts in drama and body language were used to ensure the students were fully prepared for their individual roles, and the challenges they faced in keeping up the momentum over the long campaign period. At the same time, the students were educated about the Standard Bank current account in preparation for any questions.

According to Standard Bank, it became evident from the start of the campaign that the drama students were going to draw a lot of attention from not only the public but also the media, who at times mistook them for genuine celebrities, despite the fact that the students never commented on who they were.

Students visited all the major metropolitan areas, and travelled as far a-field as Ballito, Margate and Stellenbosch, taking advantage of the concentration of people along the coastline during the December period. Through creating inquisitiveness and intrigue, which in turn provided the perfect platform for educating the public about Standard Bank current accounts, no branded banners, T-shirt giveaways or posters were needed - perception was all it took.