'Firsts' are usually something to celebrate. But as we enter adulthood, the number of firsts tends to dwindle as we become more jaded. That certainly wasn't the case for Elton Norkie, a local superfan of Everton who had the once-in-a-lifetime opportunity to watch an Everton Barclays Premier League match, live. That's a first he'll be talking about for the rest of his life.
Watch the video embedded below for a taste of what I'm talking about:
1. Tell us more about the promotional campaign. Wingfield: Firstly, it must be noted that Elton Norkie is not the winner of the transactional promotional campaign we are currently running. In this campaign, one Absa Platinum Debit Card holder will win 19 trips to the UK to watch their favourite Barclays Premier League (BPL) team in action. This competition, where every swipe of the Platinum Debit Card becomes an entry, closes on 31 May 2015.
As a prelude to this promotional campaign, we decided to tangibly showcase what this experience could be like for our eventual winner. Close liaison with the Premier League indicated that Everton FC was most keen to work with us. Engagements with locally-based Everton supporters' clubs led us to Elton Norkie.
2. Makes sense. What did Elton's actual trip to the UK comprise? Wingfield: This included free return flights, accommodation, new Everton kits, pitch-side tickets, a stadium tour of Goodison Park and a meeting with Steven Pienaar. Elton was also profiled in the match-day programme for the game between Everton and Newcastle United on 15 March 2015.
We also surprised Elton by flying in his wife out to join him, as the eventual competition winner will also be able to take a friend, partner or companion with him/her. Elton commented that his experience was 'more special' because he was able to share it with someone he cares about.
In essence, Elton's experience mirrors the dreams of many South African fans who are incredibly passionate about the football teams they support and dream of watching them live.
3. What did it take to make this happen? Wingfield: Probably the most significant aspect was the great collaboration and support we received from the Premier League and Everton FC.
4. The promo video was only uploaded to YouTube last week- what's response been like so far? Wingfield: The response looks extremely promising even at this early stage. Many have responded by saying it's an emotive video and worth sharing. For example, two local TV stations have shown interest in flighting the video and there has also been media interest in interviewing Absa as well as Elton.
5. That's a great sign. Tell us more about how Barclays has decided to strengthen its brand based on the global insight of making real dreams come true. Wingfield: Elton's experience is a real expression of our purpose as an organisation, namely, to help our customers and colleagues achieve their ambitions in the right way. It's also tied to our ongoing endeavour to help people prosper - and our research has indicated that this does not only imply financial prosperity.
When organisations can demonstrate that they are able and willing to live the promises they make, I believe this helps in enhancing trust and affinity with your brand among key stakeholders, such as your customers and employees.
I also believe that we are able to enable customers' dreams and ambitions not only through our diverse offerings as a financial services provider, but also through the immense appeal of our sponsorship portfolio that, amongst others, boasts properties such as the Absa Premiership, BPL, Absa Cape Epic, L'Atelier and the Springboks. Elton's experience remains aspirational to thousands of other "Eltons" out there - that's why we are running the promotional campaign for our Platinum Debit Card holders, as mentioned earlier.
6. How does this trend benefit brands and consumers alike? Wingfield: From Absa's perspective, one of our biggest focus areas has been to consistently demonstrate the added value that our customers can enjoy - simply by virtue of being an Absa customer. We strive to do this at different levels. One of them is to enable all the "Eltons" of this world to prosper by achieving their long-cherished ambitions in the right way - by enabling dreams that even the person himself may have thought were unattainable.
When an organisation gets this right, the reward is improved brand loyalty, brand affinity and brand affection.
7. Do you foresee a rise in brands using these 'memorable experiences' to further market their products? In my view, this is a distinct possibility, but the important thing to remember is that organisations must be able to put their money where their mouth is and tangibly deliver what they promise.
Good advice. Let's see just how many brands actually follow this example...
