WE break convention
CASE STUDY: STANDARD BANK - I WANT INGETTING YOUNG AFRICAN’S TO PUT THEIR BEST FOOT FORWARD
The Challenge
Standard Bank is Africa’s bank. Its purpose is to drive her growth. But while doing a role that benefits your community, your country and your continent appeals to Africa’s GenZ, banking isn’t the sector in which they think they can do it. We needed to run a four-month, Africa-wide campaign that dismissed the perceptions Afrillennials had about Standard Bank and attract a diverse group of talent to the business.
The Solution
We wanted to show Afrillennials that Standard Bank was far more in-tune with their values and wants than they thought. So we devised a campaign that gave our audience an opportunity to share what they want from a career and what they don’t. We also teamed up with a sneaker brand who share Standard Bank’s desire to better Africa’s future. In doing so we were able to drive participation, boost sentiment and demonstrate the kind of organisation that Standard Bank is.
The Results
Our four-month convention breaking campaign reached beyond the talentpool Standard Bank had traditionally attracted. The reach on Facebook alone was more than 1.3m. In total more than 25,000 applications were received from across Africa. Up 28% on the previous year.
competition entries
competition winners
NEXT CASE STUDY:
COMMBANK
GRADUATES
With diversity being not just important, but critical for future success, our ‘Unlikely Match’ campaign challenged the preconceptions students had about a career with CommBank.
Contact
Fiona Warren
Business Director APAC
Phone
+61 450 330 235
Address
121 HARRINGTON STREET
SYDNEY
NSW 2000