By Lindsey Kin
Before deciding on a medium, it important to understand your consumer. One needs to know what they read; watch; and listen to, as well as where there interest lie, before choosing a particular advertising platform in which to place a campaign to reach that specific target audience. With Standard Bank’s
MyCard, the group launched a first-of-its kind credit card for women in South Africa, reinforcing the status of South African women who make the majority of buying decisions and have better financial records than men.
On top of TV, Standard Bank made use of
Destiny magazine to market this new banking concept. The brand personality of this publication is about the professional woman who sees herself as being quite different from her mother and more traditional female peers, in that she is more rebellious; independent (emotionally and financially); more educated; and more outspoken. This is the reason why
Destiny was selected for Standard Bank’s MyCard, in that the magazine’s target market and the MyCard target market is a match – thus connecting with its specific target market.
“Determined to assist our clients in making the right connections, Standard Bank will ensure that they move forward, by changing opportunities into realities. Standard Bank will encourage you to move forward by ‘connecting the right ideas; at the right time; at the right place; in the right way, in order to unlock something better and create opportunities that will move you forward,” says
Nikki Twomey, Standard Bank Group Brand Director.
The MyCard campaign has also used the online realm to connect with its female consumer. For example, the
‘Let’s celebrate you for being you’ competition allows female MyCard holders an opportunity to share their MyCard experiences with an online community.
Standard Bank’s new campaign is impressive – and if you too have seen their pop-up print add in
Destiny magazine, you will know exactly what I am talking about. I also feel that the campaign has been a success thus far, because it truly connects with the modern female consumer who is financially independent, through many media avenues, with its underlying message communicated on a personal level.
What are your thoughts on this campaign? Post your comments on our
blog.