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.

By Kerryn Le Cordeur

On Tuesday, 31 August I attended Student Village’s Women’s Leadership Conference at the Nu Metro Il Grande Cinema and Lounge at Montecasino in Fourways. The theme for the day was ‘Find your magic’, and Student Village, along with sponsors, the Professional Provident Society (PPS) and Inecto, invited the Top 200 female university students in Gauteng to listen to several inspirational women sharing their thoughts on the topic.

MC for the afternoon, Unathi Nkayi, welcomed delegates and introduced the first speaker, Blanka Sulentic, who heads up marketing and communications at PPS. She told delegates that she believes finding your magic involves looking for the spark within and finding your passion; your purpose; and your drive – if you can do this, you have the power to create the present and shape the future. She added that in order to do this, you need to have ‘mega self-belief’; a ‘no fear’ attitude; understand that image is everything; and ‘think big’ – because how you think impacts on how you act, which in turn impacts on how others react to you. She concluded by saying that you need to be committed to your goals and always maintain a balance in everything you do.

Next up was Mokete Sekhesa, Junior Brand Manager at Inecto, who emphasised the importance of looking after the way you look and feel, as well as knowing your strengths and weaknesses and always challenging yourself. She told delegates they should have no regrets in life and always attract positivity. She stressed the importance of constantly reading more and learning more to open your eyes to the world, and said that above all else, you need to be memorable – first impressions count!

Carly Ritz works in the fundraising department at the Johannesburg Child Welfare, and looks after the organisation’s internal and external communications. She said that to find your magic, you should try to make a difference in any way you can. She also noted that you should never underestimate the belief that others have in you, while at the same time, always value the experience of others. Lastly, she advised delegates to use what they have to make a difference and succeed.

Telana Simpson is certainly doing this through her entrepreneurial project, onematchstick.com, which involves trading one matchstick up into an office to help other entrepreneurs start their own businesses. Her pearls of wisdom to delegates included that anything is possible; everything is negotiable; you should always take action; always ‘show up’ – “sometimes wonderful things happen when you just show up”; and have a vision – think big. She said that for her, finding her magic means shining her light and following her joy.

Operations Manager of TEACH South Africa, Vuyiswa Ncontsa, agreed, saying that it is important to do the type of work that makes you want to get up and go every day. The idea behind TEACH South Africa is to place dynamic graduates in under-resourced schools, and as such her advice to delegates was to make a difference; be a role model and a life enhancer; and have the desire to make a difference and know that you can, with the help of those around you.

Rounding off with some life coaching from Sophie Licht from iSpot to enable delegates to find themselves, expand their awareness, and enhance their lives; an inspirational video featuring several other successful women sharing their thoughts on finding their magic; a few words of wisdom from Unathi – including that “You are nothing without respect” and “The only thing talent wants is to be used” – as well as a delicious lunch and the opportunity to mingle with fellow top female students, the Student Village Women’s Leadership Conference went a long way in helping these up-and-coming young women ‘find their magic’.