This document proposes a strategy to strengthen the link between the Nedbank Cup soccer tournament and Nedbank bank. It identifies that currently, there is a weak link and lack of engagement between the tournament brand "Ke Yona Team Search" and Nedbank. The strategy suggests creating a digital platform called "Ya rona" (It's ours) that allows people to create virtual accounts to vote for their favorite players and teams, track their progress, and interact with the Nedbank brand through various digital channels and in branches. This aims to create a virtual community of supporters and give people a way to feel involved in the success of the tournament and players.

2. What we stand for:
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 Clarity
 Simplicity
 Determination
 Focused
 Sharpness
 On point

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 Different but not relevant enough.
`Nedbanks RELEVANCE

4. AThe link between the two is
weak and there is minimum
engagement as well as lack of
interest
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5. BStrengthen the link between the
two by creating and maintaining
an on going communication line
through out the campaign
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6.  Weak link between Ke
Yona Team Search and
Nedbank
 Current perception of
people is that a bank is
just a bank
 People across different
cultures do not know
what the meaning of Ke
Yona is
 Minimum engagement
between target audience
and the Nedbank
campaign.
 Create a stronger link between
Ke Yona team search and
Nedbank Cup
 Create and maintain the
perception that Nedbank is the
only bank that makes things
happen through out our
campaign and advertising
communication.
 The objective is to clarify the
meaning of Ke Yona as well as
make target audience
understand that Nedbank is “the
one.
 Broaden the element of
engagement
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7. Clear Arrow
!!!…Insight…!!!
Why digging?

8. Why Yes?
 I want to see
people’s dreams
coming true
 I want to be
entertained
 I want to see
young talent from
my community
succeed.
Why No?
 I don’t find soccer
entertaining
 I don’t understand
soccer
 I’m not interested
 I don’t feel involved
 Soccer just seems
to be a guy thing
 I don’t have access
to TV
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What do the people say through our
research?

9. Truth is …
People hate being neglected, therefore they
want to get involved
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10. Clear Arrow
Growth Insight
Why Yes?
 People want to feel
a sense of
belonging with in
the happenings of
the tournament.
Why No?
 They are simply
not soccer fans or
are not exposed to
the Nedback cup
and Ke yona team
search

11. Positioning
Market Need:
 Play at the
professional
level
Need to Meet:
 Ke Yona
Team
Search
Target Need:
 Entertaining
soccer
 Involvement
(competitions)
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12. Positioning Strategy
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13.  To get a 100 000 new accounts.
 To link the Ke Yona Team Search with
Nedbank Cup.
 To use the Ke Yona Team Search as a platform
of engagement.
 Creating brand awareness.
Business Strategy
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14. Communication Strategy
• Effective usage of touch points to
communicate, educate and create
awareness as well as amplify the link
between Ke Yona and Nedbank.
• Positioning Nedbank as an enabler.
• Nedbank staff will be trained to spread the
word.
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15. Target Audience
Demographics
• Entry Level Bankers: people who are looking to open a new bank account for the first time.
• Soccer fans
• It targeted at both male and female with male being the dominant gender.
• The income ranges from R0 – R8 500>.
• Targeted at all races with Black being the dominant race.
• The age ranges from 15 to 49 years old.
Psychographics
• People who are ambitious. People who have goals and are willing to make them
happen.
• People who want to see their teams succeed (they are driven by success).
• They are passionate about soccer; they enjoy the experience of watching soccer.
• They have aspirations.
Geographic
• They are spread across the country.
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16. Big idea: Create digital platform
(virtual community) that will enable people to vote and track
the progress of their favourite players and at the same time
interact with the Nedbank brand. This can be accessible via
any internet device, for people with no compatible devices
they can go into the banks where an arcade device will be
placed in every Nedbank bank and Boxer, Spar, PnP Kiosk
allowing them to access their virtual account details.
This is going to be called ya rona(it’s ours)

17. Clear Arrow
Big idea:
• This will be available on digital, social media platforms and can also
be accessed via Ned banks ATMs.
• This aims to create a virtual family of supporters, where they create
an account which allows them to vote for favourite player, team,
coach, moment etc.
• This will enable people track the progress of their favourite players
and have a contribution in their success.
Ya rona “ours”

18. Ya rona
the approach will be digitally centralised as illustrated bellow.
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Employee
interaction: Staff
should be trained to
educate customers
about “Ya rona”
Application: App
can be downloaded
from Nedbanks
website. This will be
used to manage the
Ya rona account.
Social Media: A Ya
rona # Hash tag
campaign.
Hash tag you
favourite player,
goal, worst referee
decision…anything
concerning the two
competitions.
Website: Register a
“Ya rona” Account
on Nedbanks
website.
ATMs: ATM users
can log on to the
ATM and manage
their account.

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20. END
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