“Standard Bank is passionate about driving financial confidence and inclusion,” says Susan Steward, executive head of marketing at Standard Bank. “By anchoring this campaign to music, which is a major passion for the youth, we’ve been able to deliver vital financial education and speak to young South Africans in an entirely new and resonant way. The success of the campaign is testament to what happens when purpose, innovation, and partnership come together to drive meaningful financial inclusion from the inside out.”
M+C Saatchi Abel chief creative officer Jake Bester says the campaign started with a simple insight: Young South Africans don’t care about banking, but they care deeply about music.
“To shift this mindset, we needed a deep, collaborative execution that seamlessly blended Standard Bank’s financial expertise and purpose with culturally disruptive ideas,” explains Bester. “The partnership allowed us to transform financial behavior into something the youth actively want to engage with, positioning the bank at the forefront of creative innovation.”
The songs in the playlist would change to match the financial status of the listener in real time as the days passed. In other words, the playlist changed to match each listener's unique financial habits based on data that was captured on their spending habits on the campaign’s website.
The campaign bypassed traditional industry jargon and delivered a first-of-its-kind execution, creatively encouraging young people to be more in touch with their finances
