CASE STUDY

COVERED BY

STHEMBISO MAMBA

THE OBJECTIVE • EMPOWER People TO STOP & Think about

The way they save

• Develop an integrated campaign

• Connect brand with consumer

• Refresh brand & make it accessible

THE PROBLEM • SA has a bad culture of saving

• About 75% of households are in debt

• Think about how much we spend

Rather than how much we save

• We don’t know where our money goes

EXECUTION

• 32 YEAR OLD ARCHITECT MADE TO LIVE OFF

SALARY COMPRISED OF R1

• 5 PART WEBISODES

• DIGITAL AS THE VEHICLE

DIGITAL AID

• ENGAGEMENT

• INTERACTION

• SHARING

• STORY TELLING with a purpose

OUTCOME • PR CAMPAIGN OF THE YEAR AT PRISM AWARDS 2015

• MULTIPLE AWARDS

• 74 MILLION MEDIA IMPRESSIONS

• R13 MILLION EARNED MEDIA EXPOSURE

• 900 000 VIDEO VIEWS

• NUMBER 1, 3 AND 4 ON YOUTUBE