Nedbank’s popular ‘savvy’ save for a rainy day marketing campaign has been brought to life in an exciting new way with the launch of an innovative new billboard using technology that has never been seen before in South Africa.
The billboard, which has been installed in the forecourt at Sandton City, Johannesburg, uses water to emulate ‘a rainy day’. Consumers are engaged by sending SMS texts, giving examples of their “rainy day”. These texts are displayed in cascading water droplets that are expelled on demand when consumers send their SMS. The innovative concept was brought to life by advertising partner Joe Public and UK based company Aquascript.
Vanessa Singh, Head of Marketing for Retail and Business Banking at Nedbank, says this latest technology is yet another way that Nedbank seeks to engage with its clients in a brand new way, encouraging them to be more savvy with their money. “Our marketing campaign has been fantastically well-received by our clients and the wider market. This is a fresh approach towards educating consumers about the importance of being financially savvy, particularly when it comes to saving. Building financial fitness has been taken a step further with this latest addition.”
Consumers who visit the billboard simply send an SMS to a specific number explaining what they are saving for, which is then processed through an electronic system and displayed in the water droplets as they cascade down the billboard.
“Nedbank is always looking at the latest marketing and advertising technologies to deliver its message to consumers to encourage them to save. We encourage everyone who visits Sandton City to interact with the billboard by telling us what their #RainyDay savings are for. These messages are then displayed on the water billboard with their name,” says Singh.
“People love to see their names in lights and this innovative technology enables us to reach out to our customers in a brand new and savvy manner. This truly is a new form of client interaction that speaks directly to South Africans in an engaging way,” says Singh.
Adam Weber, Executive Creative Director at Joe Public, says the billboard is an exciting way of bringing the Savvy concept to life by getting people to think about saving for a rainy day in a fresh way. “We all know the importance of saving for a rainy day, especially when the car breaks down after the maintenance plan ends, or a water pipe bursts at home.”
“When we discovered how this idea has been used internationally, we knew immediately that it was the perfect fit for Nedbank. This quirky, interactive and engaging technology mirrors the Savvy campaign, by reaching out to clients in a way that blends a savvy lifestyle for the 21st century consumer,” says Weber.
“Nedbank offers a range of innovative solutions including our recently launched Step-Up Deposit, with guaranteed interest rate increases every 3 months – meaning if rates go up (as is widely expected) your rate goes up too,” says Anton de Wet, Managing Executive: Client Engagement at Nedbank.
“We are keen to do our fair share to encourage more South Africans to save, especially given the low level of savings in our country. We are delighted to use innovative new billboard technology on this campaign to both engage and inspire consumers to recognise the importance of saving for a rainy day,” says de Wet.