Standard Bank - "Peugeot"

TBWA\Hunt\Lascaris Johannesburg

TBWA\Hunt\Lascaris Johannesburg Johannesburg, Sudáfrica

6530

Título	Peugeot
Agencia	TBWA\Hunt\Lascaris Johannesburg
Campaña	Achiever - Standard Bank
Anunciante	Standard Corporate & Merchant Bank
Marca	Standard Bank
Posted	Agosto 2004
Producto	Achiever Plan
Sector Empresarial	Servicios bancarios, inversiones, corredores de bolsa
Sinopsis	Utilising existing upmarket aspirational brands we placed fake credit card slips and signed cheques onto full page existing ads. The credit card slips and signed cheques were made out to the brand being advertised.
Filosofía	This case aims to demonstrate how Standard Bank managed to regain the high-ground through differentiated communications.
Problema	There are four major banks in South Africa, all competing for the upwardly mobile Achiever market. Standard Bank was the first to introduce a bundled credit offering catering for this market. However, the other major banks followed suit by offering similar products sending the market into a parity lull.
Resultado	The campaign was not only groundbreaking but also managed to achieve phenomenal results not only creating a huge amount of talkability but also helped the sales increase up by 400%.
Medio	Publicidad en revistas
Duración	50 seconds
Mercado	Sudáfrica
Director creativo	Sandra deWitt
Responsable de conceptos / redactor	Cindy Lee
Director artístico	Lapeace Kakaza
Productora	Beith Digital
Planificador estratégico	Nala Dhlamini
Director de cuentas	Avril Van der Merwe
Group Account Director	Susan Ferguson
Jefe del grupo de creación	Lapeace Kakaza
Director de publicidad	Jenny Pheiffer