The International Content Marketing Awards (CMA) is one of the most coveted awards in the content marketing industry and this year attracted entries from more than 25 countries. The 2020 awards ceremony took place on 3 December 2020 at a virtual event and John Brown Media South Africa (JBSA) took home Silver in the Best Finance category for its Capitec Move Campaign.
Capitec briefed JBSA to create an innovative strategy and content campaign that would support their new brand positioning: “Simplify banking. Live better”. Based on audience insights and proprietary research, JBSA conceptualised a content offering of simplicity. Of certainty. Of calm. Of happiness. Our creative platform was “One thing”: One object. One fact. One feeling. One idea.
JBSA, together with Capitec, created a series of impactful life-hack short videos. In keeping with the bank’s “Simplify banking. Live better” positioning, the videos illustrated the life-changing effect a single, simple switch in behaviour or approach can have.
“I believe what set the campaign apart was the simplicity of the messaging, which was practical, emotive and delivered through content that delights. Our approach was to view consumers as a whole, rather than just potential banking clients, as we shared ways they could simplify almost every area of life,” says Matthew Smith, Content & PR Manager, Capitec Bank. “This grew a captive audience that eagerly awaited our weekly tips. The ultimate tip being that simplified, affordable banking that puts you in control of your finances is the best way to simplify life and live better.”
As a result of the campaign, over 1 million new Capitec bank accounts were opened with over 100 000 account holders making Capitec their primary bank.
“The results speak to the success of the campaign and scooping Silver at this year’s CMAs in the Best Finance category is a massive accolade for John Brown that confirms we have partnered with the right agency. It’s definitely good a way to end 2020 and I would like to congratulate John Brown on this phenomenal achievement,” concludes Smith.
This award comes hot on the heels of The Content Council’s Pearl Awards in New York City where the Capitec Move campaign was awarded Gold in the Most Effective Financial Services category.