Capitec: Move!
Our client Capitec asked us to create an innovative content strategy for a campaign that would support their new positioning: ‘Simplify banking. Live better’.
First we identified the audience for this campaign to be:
- Busy multitaskers
- Addicted to their mobile phones
- Career-focused
- Interested in business and finance
- Looking for inspiration.
Next, we identified their core need: we need to simplify life for them. To get to the place where “simplify” would be the solution, we looked at the inverse: complication.
Our solution was a content offering of simplicity. Our creative platform was “One thing”: One object, one fact, one feeling, one idea. We built a network of content pieces – articles, videos, social media posts, emails – that each had a single focus. There were no long lists or exhaustive guides. Each content piece was underpinned by a single message: “Simplify your life by moving to Capitec”.
Results
The results indicate the success of the campaign and contributed towards 1,332,447 new accounts being opened and 104,500 account holders making Capitec their primary bank.
The paid-for channels is where the campaign really excelled. The native articles achieved an average of 9,541 page views (vs the KPI of 4,500).
The newsletters achieved a total open rate of 16,7% on 3,18 million emails delivered from 22 November 2019 to 30 March 2020. The final mailer had no advertorial linked it, just the message Simplify banking. Live better” with a call to action to move to Capitec. It achieved an open rate of 32,5%, which indicates that we reached a relevant audience.
Awards
2020 Assegai Integrated Marketing Award for Most Effective Use of Content: Leader Award
2020 New Generation Award for Excellence in Content Marketing: Silver
2020 International Content Marketing Award for Best Finance: Silver
The Content Council 2020 Pearl Award for Most Effective Financial Services Campaign: Gold
‘John Brown Media South Africa created a content series that gave people tips on how to simplify their lives, allowing us to target the individual as a whole and not just as a banking client. Not only did this contribute towards the 1,3 million new clients for Capitec, it also allowed us to become even more relevant at every touchpoint in our clients’ journeys.,
Matthew Smith
