Advertiser ■ First National Bank, South Africa
Industry ■ Financial Services
Media used ■ Direct mail
Target group ■ 50,000 recipients
First National Bank's Balance Transfer facility offers a helping hand to Credit Card customers. By allowing customers to transfer outstanding debt on their Credit Card's straight facility to the budget facility at a discounted interest rate, they get more affordable, consolidated repayments – thus bringing them into the black rather than the red on their financial statements. The task was to find a way to tell customers about it, help them understand it, and take action.
It's always been an issue of contention – especially in South Africa. It's no different to your financial situation. Black is good. Red is bad. Quite the opposite of what the Old South Africa used to be like. The Agency drew on the history to illustrate how being black is actually a good thing. A parody was set up, utilising old signage as it was portrayed in the old Apartheid era and integrated some humour in what is ultimately a very serious issue.
“South Africa would be great if everyone was black.”
Direct mailers sent out: 50,000
Response rate: 61% (30 512 responses)
Consolidated debt: ZAR 36,614,400 (~2.5m EUR)
To play the race card in a country as sensitive to issues of colour as South Africa was bold. The client, who agreed to it, brave. However, the rewards of bravery are to be seen in the results. A 61% response rate for a financial services mailing must be close to a record.