If any brand in the country is an expert at deriving value from sponsorship activity, it has to be Standard Bank – from the arts to jazz to sports.
When Standard Bank and IRONMAN South Africa entered into a sponsorship agreement TBWA\ Hunt\ Lascaris\ Johannesburg had their work cut out for them, having to produce key elements of the campaign in the form of two online films.
Through the films the fit between IRONMAN and the bank’s ‘Moving Forward’ positioning could hardly be tighter.
Characterised by impressive production standards and reflecting the core brand values of long-term partnership and determination to succeed.
‘Road’ shows a female athlete near the point of exhaustion. Mentally, she plays out a cocktail party speech by her husband who offers consolation after she failed to complete.
‘Water’ shows a male swimmer almost dead in the water. He hears the voice of his daughter.
“Understanding the brief and the purpose of spreading these stories that help move clients forward, we chose online as the medium of choice,” said Danni Dixon, managing director of TBWA \Hunt\Lascaris Johannesburg. This might be the first time that the bank is using online as the lead element in a campaign linked to a sponsorship, but we are confident it won’t be the last.”
“The respective scenarios capture those moments when it’s easy to quit, but you don’t. There’s more than a story here; there’s a message – a factor sure to drive social media take-up.”