The main purpose of the campaign was to get people to migrate from traditional banking to internet banking and using more self service options available to them.
Secondly they wanted to recruit new consumers who were possibly of a younger demographic to bank with Standard Bank as they would now cater to their needs digitally.
The main theme for the campaign was simplicity. The equals symbol was found to be an emotive tool that was used consistently throughout the campaign. In programming the equals symbol is used to define an object. Once you place an equals in an equation it becomes true. We wanted to drive home the fact that Standard Bank's online capabilities equals simple.
We used social media like YouTube, Facebook, Twitter to create fun campaigns that people could take part in and win prizes by signing up with online banking.
The overall campaign was centred on simplicity not only in concept but in execution as well, designs were done with few elements but executed elegantly. Words were chosen carefully to emphasise the main goal of simplicity and drive consumers towards standard bank's online community.