Birthdays across the globe have always celebrated resilience, continuity, personal achievement and above all else, they have always been a testament to growth. It goes without saying, however, that some birthdays are more important than others. On 10 October 2010, Varsity Vibe launched as the first student discount platform in South Africa, creating a space that would bring the achievement of both students' needs and wants closer to students themselves.
Since its inception as a discount card called Ikeys Vibe, launched exclusively at the University of Cape Town, Varsity Vibe has grown to partner with over 200 brands throughout its operating history and service millions of students from all tertiary institutions across the country each year.
While the main goal was to provide students with a plethora of varying discounts that could be accessed through one medium, the organisation continues to serve members of the South African youth - and the partner brands on the platform as a consequence - in a number of ways.
The first Student Spend survey was published in December of 2021 to collect information about where students source their money, where they spend it and why. Responses collected in subsequent surveys have continued to inform the decisions of partner brands, and of the marketing industry at large, who look to Varsity Vibe to answer the question “what do the youth want” as a stakeholder that is uniquely positioned to give a response informed by the perspective of current students.
From start-of-semester campus activations that make possible the onboarding of thousands of students while placing participating brands at the forefront, to the annual Back to Uni Box campaign that provides hundreds of students with essentials for the coming academic year, making a real impact in the lives of South African youth remains a tenet of the organisation. Among a number of other achievements, the reach and credibility of such an organisation is confirmed by its partnership with Standard Bank - the largest bank on the continent - as well as youth voter registration efforts in partnership with the IEC in anticipation of the upcoming elections.
Varsity Vibe has grown to serve as an ambassador between student and brand, bringing both parties to a table that remains mutually beneficial. Beyond the ordinary measures of success, it has been an extremely fulfilling 16 years of service and sacrifice. The organisation aims to continue for another 16 years - stretching the rand of every student and the capacity of every partner to hold space for the future of our country.
