2. 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
3. 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
4. EXECUTION
• 32 YEAR OLD ARCHITECT MADE TO LIVE OFF
SALARY COMPRISED OF R1
• 5 PART WEBISODES
• DIGITAL AS THE VEHICLE
6. 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
