Nedbank wins five Loeries for innovative campaigns
Nedbank recently won five Loerie Awards for its innovative marketing and advertising campaigns, demonstrating its long-standing commitment to creative communications that surprise and engage audiences. Three of the awards were for the Nedbank Ke Yona Team Search campaign, one was for the Nedbank ‘Savvy’ Water Billboard campaign, and one was for the Nedbank Capital Business Day cover.
“As a bank for all, Nedbank endeavours to find authentic and creative ways to engage with the communities we serve.” says Thulani Sibeko, Group Executive: Marketing, Communications and Corporate Affairs. “We seek to enable people and organisations to make their goals happen. This is part of our DNA and the campaigns which won the awards were simply articulating this brand promise.
The bank received two gold awards and a bronze for the Ke Yona Team Search, which was launched in April last year. This unique initiative seeks to unearth amateur soccer players from across the country and place them on the national platform through a match with the Nedbank Cup Champions in front of a packed stadium and live television broadcast.
It was this understanding that led to Nedbank receiving a Gold Award in the Integrated Marketing category, a Gold Award in the Integrated Digital Campaign category and a Bronze Award in the Effective Creativity category for the campaign. The Integrated Marketing and Integrated Digital Campaign categories recognise the evolved communications strategies and methodologies necessary to reach today’s wired consumers, while the Effective Creativity category acknowledges great ideas that have delivered business results.
It was a similar understanding of the need for superior creativity that brought in a Bronze Award in the Outdoor Media category for the Nedbank ‘Savvy’ Water Billboard.
The billboard, which was installed in the forecourt of Sandton City (Johannesburg), made use of new technology that had never been seen before in South Africa. It was designed to display text in a cascade of water droplets when consumers sent an SMS via their cell phones. An expression of Nedbank’s unique approach to engaging its audiences, the billboard was part of a broader campaign to encourage consumers to be more savvy about their savings and investments, and resulted in over R3 million in sales.
The fifth of the bank’s Loeries was a Bronze Award in the Tactical Use of Media category for the Nedbank Capital Business Day Cover.
As a call for entries for the 2014 Nedbank Capital Sustainable Business Awards, the bank printed a mock front and back cover for Business Day, which looked exactly like the newspaper’s normal cover, but which was set 16 years in the future. The mock cover featured articles, financial indicators and opinion pieces that could make the news in the future if South Africa were to adopt sustainable business practices. This special edition was delivered to the newspaper’s 27 100 subscriber base throughout the country.
Photo caption: Nedbank recently won five Loerie Awards for its innovative marketing and advertising campaigns.
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