ABOUT

Challenge

Saving is a daunting, unachievable task. At least that’s what many
South Africans think, which explains why the country has a worryingly low savings rate.

For Savings Month (July), Standard Bank needed to stand out from the clutter with a fresh message that simplifies saving.

Insight & Inspiration

Mystery and misinformation surround the culture of saving. That’s why we set out to demystify saving and break it down into practical solutions that anyone can follow. We wanted to encourage people to start with what they have and start now.

Solution

South Africans are like that kid who gets sent out of class for
laughing too much. We have a penchant for laughing at ourselves, even in serious situations. To inject that famed Mzansi humour into our campaign, we worked with a comedian to create an online
video series that tackles the serious topic of saving with light-heartedness. Our alarming savings rate is a hard pill to swallow, but not if you down it with comedy.

Our videos centred around four common things or milestones that South Africans save for, namely Dezemba/Januworry, sho’t left,
rainy day, and ngicela nithi ‘hooray’ moments (accomplishments that prompt you to put out celebratory posts on social, e.g., buying a car).

Education was an integral ingredient of our campaign, so we made
sure to sprinkle in spoonfuls of tips on how to save. We wanted
to educate and entertain while using relatable, real-life insights to
give practical advice and encourage people to start their savings journey now.