= HOW TO ROB A BANK =
Student project for ABSA
Mediums: Radio / Print / Digital media
Completed for Vega brand challenge 2017
- Our Brief -
We were challenged to find a way for ABSA, an African bank, to be the first bank of choice in the eyes of the youth by means of a 6-month campaign. We aimed to break away from conventional banking advertising by being edgy and disruptive in order to appeal to the youth entering the working world.
- Concept -
Whilst conducting research, we uncovered an insight: The youth feel that the banks are robbing them. We also discovered that ABSA provides impressive youth benefits, but there is little awareness about them. These benefits include free mobile data, free movie tickets and free redeemable meal vouchers. So we thought: When these benefits are utilised it is practically equivalent to stealing from ABSA. So, we wanted to inform the youth of Africa how to rob a bank, the right way.
We created a local bank robber persona called Stevovo (directly firing at FNB's 'Steve' campaign), who demonstrates exactly how not to rob a bank. It is communicated that one should not rob a bank the way he tries to - but rather rob ABSA by opening a youth account and exploiting their benefits. The campaign demonstrates Stevovo's unfortunate predicament unfolding over a 6-month campaign: The heist, the arrest, the leaked CCTV footage and Stevovo's Tweets and comments from prison.
Don't be Stevovo. Be better. Prosper.
- Posters -
After the radio advert has gained momentum, posters of Stevovo's mugshot will be released. Posters will be placed in strategic locations directly associated
with ABSA's youth benefits. Eg. Since ABSA offers meal vouchers redeemable at McDonalds, posters will be placed near McDonalds branches.
- Leaked CCTV Footage -
Here is the leaked security camera footage of Stevovo trying to rob a bank. The footage shows Stevovo piling dropped money into an open umbrella ie. failing to rob a bank. This footage will be released via a YouTube advert in order to drive mass traffic towards the campaign microsite.
- Integrated Merch -
The campaign will associate itself with the already offered benefits. Eg. Free movie tickets, thus popcorn boxes to create further awareness. The popcorn boxes include a QR code that can be scanned via a mobile device which will lead the user to the campaign microsite where further information can be found.
- Tweets from Prison -
Stevovo will be constantly Tweeting from his prison cell. Stevovo's official Twitter account will strategically promote ABSA's youth benefits by providing
tips on how to rob a bank the right way, since he learned the hard way. The link to the campaign microsite will also be included in his biography.
- Limited Cards -
According to statistics conducted by the FBI, the prime time for real life bank robberies occurs between 9am and 11am on a Friday. So: During this time, people with these bank cards will get extreme discounts at ABSA's partnering brands such as McDonalds, Numetro, etc. These bank cards will only be available to the first 50 000 (which is the amount of African youth that ABSA wanted to attract with this campaign) people who sign up for an ABSA youth account. Happy looting.
- Campaign Microsite -
This website is entirely dedicated to the How to Rob a Bank campaign. This is where the user is led to after following the website link mentioned in the radio advert, YouTube advert, campaign poster and the QR code on the popcorn box. Here, the user can find everything they need to know about ABSA's youth accounts and their benefits.
The microsite also serves as a direct link to Stevovo's Twitter, YouTube and Facebook accounts which can be followed.
