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FCB Cape Town suggests cinema, radio to build icanonline brand

Mother City advertising agency, FCB Cape Town, has developed a new campaign for icanonline to increase brand awareness and prompt new clients to open an icanonline account.
Given these two distinct marketing tasks, the agency decided to create a big brand status for icanonline and used cinema as the visual, branding medium and radio as the driving, branding medium.

Creatively, the agency utilised two ordinary blokes, Harry and Barry, who 'shoot the breeze' but very definitely communicate the benefits of online banking. In one cinema execution, they are sitting in a lounge waiting for their respective spouses so they can go to a dinner function. After a while, the conversation turns to how much Harry hates waiting, and that he's calculated he'll spend three months of his life waiting in bank queues. The final voice-over simply states 'Convenient banking'.

In another cinema commercial, they're in an art gallery appraising an abstract painting. Harry asks if Barry likes it and then proceeds to explain why the dealer suggests it would be a good buy. This time, the voice-over states 'Sensible investing'. In the final ad – which has already been shot but will only flight later in the year – the pair are star gazing when Barry starts lecturing Harry on dark holes', which he finally concludes, remind him of bank charges. This time the voice-over reminds the audience that you 'Pay lower bank charges at icanoline'.

The radio interpretations follow similar storylines and place Barry and Harry in various situations where they can mull over the time spent banking, shopping, insuring and investing – and how convenient it is to do these things with icanonline.

Targeting high-income urbanites with online access, the three commercials were shot in one day in Cape Town by Picture Tree. The creative team on the campaign comprised FCB Cape Town executive creative director, Francois de Villiers; art director, Schalk van der Merwe; and copywriter, Sasha Sanders.

Commenting on the creative treatment, De Villiers says it's always hard to say how the team 'came up with the concept. "As with many campaigns, the creative spark just sort of happened with a copywriter and art director sitting around with their feet on their desks, shooting the breeze," he says.

"The 'thinking behind it' is a lot easier to put into words because it's all the rational stuff you know you have to do. And there are a couple of things to say in that regard.

"Firstly, this campaign was one that had to be benefit-driven. The choice was therefore either to do one commercial that spoke about a lot of benefits – which is what the 'husband and wife' launch ad did almost three years ago – or to do a campaign of ads each presenting a specific benefit. If the launch ad had to 'do all these things at the same', it felt now like we'd do better to give each benefit its own focus.

"Then there was the desire to create a more coherent and potentially longer-standing campaign, as opposed to doing ad-hoc work. Lastly, there were various reasons why the creative idea was liked: the quirky sense of humour that doesn't take itself too seriously was something we could build on; we also thought the idea of two characters just being themselves was something people would relate to and enjoy; we liked the idea of 'space' – of long pauses, minimal sound effects, and overall a general kind of quietness was something that would stand out in media environments where most ads try to be louder than the last one," he concludes.

Client Johan Strydom is very proud of the campaign: "This new burst of marketing communication has to work exceptionally hard given the tremendous success of our recent 'Pay ya bills' initiative with 5fm.

"In that campaign, we learnt that interactive radio works really well – but we accept that you cannot always have a competition running; it has to be special to the target audience at the time.

"I think the approach taken by FCB Cape is fresh and exciting and am sure it will generate an immense amount of interest and participation," Strydom said.

Editorial contact
C-Cubed Communications
Petra Peacock
(011) 462 2596

3 Sep 2003 18:29