Media > Use of Media
ACHIEVER
TBWA HUNT LASCARIS, Johannesburg / STANDARD BANK OF SOUTH AFRICA / 2003
Awards:
Overview
Credits
Overview
Audience
To make those who are 'well on their way', feel that Standard Bank understands them and their needs better than anyone else. To make those who are still aspiring, feel that Standard Bank is the best bank to help them get where they want to be. To provide a vastly more targeted, differentiated and therefore valuable 'package' for the target market than current competitor offerings. To be seen as the most dominant and innovative player in the market. To maximise acquisition and cross-sell opportunities within Standard Bank’s portfolio.
Execution
The media team was involved right from the initial briefing stage, conceptualising and executing this idea together with the creative department and the client. The media strategy and title selection originated with the media team.
Idea
All banking products are very similar. Standard Bank had to differentiate itself with the Achiever package – a product which appealed to a younger, trendy audience. The concept for Achiever was one that has never been done before and it has generated widespread awareness, exposure and talkability. A media mix of both traditional and innovative media was used to achieve the communication goals. The use of environment specific media kept the campaign targeted with limited wastage. The concept spoke to the target market's aspirations and desires and managed to attract their attention in a fun and clever way.
More Entries from Best use of Magazines in Media
24 items
More Entries from TBWA HUNT LASCARIS
24 items
