Brand Background
EasyPay Everywhere is a new and unknown transactional banking product that has launched silently.
With recent events with SASSA the brand is ready to branch out and take the world of banking on.
The Brief
Create an integrated marketing and advertising campaign at a national level for our EasyPay Everywhere (EPE) banking product.
The Target Market
The Insight
Safety In Numbers:
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"The more people I know using a certain product or service the more likely I am to consider and try it."

Humans are inherently social animals that learn through a phenomenon social behaviourists call social learning which is simply learning through copying what’s being done by the collective.
Using the following approaches to determine WHO to follow:
Copy the majority.
Copy successful individuals.
Copy if better.
Copy good social learners.
Copy kin.
Copy friends.
Copy older individuals.
The Big Idea
IBHANG',
ELIZA KUWE.
The Bank That Comes To You.
Concept
KUWE,
NAKUWE.
To You And You.
To You And For You.
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Rationale: An IsiZulu phrase commonly used and experienced in a hymn ‘Lemini iyeza nakuwe’meaning; that day will come for you and or to you.
The phrase has within it a big message of hope and a sense of community.
The Executions
Translation: "The Bank For Your Needs."
Translation: "Bit By Bit/Step By Step All Is Getting Better."
Translation: "The Bank For Your Needs."
Translation: "The Bank For Your Needs."
Translation: "The Bank For Your Needs."
Translation: "Modern Is The Bank That Comes To Where You Are."
Billboards
Translation: "The Bank For Your Needs."
Radio Ads for Awareness
Client: EasyPay Everywhere
Element: Radio Script
Duration: 45’’
Title: Ng'yakhumbula
Writer: Mpumelelo Ngwenya
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F.V.O: Ng’khumbula kudala ngisahamba ngovivi lokusa ngiya ebhange.
SFX: Children: Bye bye, Gogo!
A bus drives off – sounds of the engine fade out.
F.V.O: Ng’khumbula um’zukulu engithumela imali, ngize ngibuye ntambama nemali engaphelele.
SFX: Bank teller – next!
F.V.O: Ayi cha, bekudlalwa ngathi
Ng’khumbula indlela yokukhipha imali ebeyis’cefe nes’dina. (To Teller) -Kumele ngibe nemali ukuze ngikwazi uk’vula iaccount!? Imhlolo ke lowo.... Kodwa manje sekushintshile lokho!
SFX: Jovial choral humming. (Kuwe, nakuwe song)
F.V.O: Sekuyiskhathi sokuphatha imali ngedlela edalelwe mina nabantu abafana nami. NgeEasyPay Everywhere nginebhange elizakimi, engeke lingidlele imali futhi eliyenza kube lula; Elingivumela ukuthi ngiphathe imali ngedlela engifuna ngayo. iEasypay Everywhere. Izakimi, izakuwe nakuwe.
ANNCR: Ketha iEasyPay Everywhere. Kuwe nakuwe.
Client: EasyPay Everywhere
Element: Radio Script
Duration: 45’’
Title: Ng'yakhumbula
Writer: Mpumelelo Ngwenya
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F.V.O: I remember a time when I had to wake up at the crack of dawn in order to go to the bank.
SFX: Children: Bye bye, Gogo!
A bus drives off – sounds of the engine fade out.
F.V.O: I remember my grandchildren would send me money; and I would come back after spending an entire day at the bank with money that was short because of bank charges.
SFX: Bank teller – next!
F.V.O: Oh no. They use to scam us! I remember a way of banking that used to be irritating and annoying. (To Teller) -So you’re telling me that I need money in order to just open an account. All of this is absurd! But now, all of that has changed!
SFX: Jovial choral humming. (Kuwe, nakuwe song)
F.V.O: It’s now time for me to bank the way that I want to. The way that is fit for me and people like me. With EasyPay Everywhere I have a bank that comes to me. A bank that won’t finish my money and a bank that makes it all easy for me. A bank that allows me to keep and spend my money the way that I want to. EasyPay Everywhere. They come to me, they come to you, and you.
ANNCR: Choose EasyPay Everywhere. Kuwe, nakuwe.
Activation
The activation aims to bring the brand proposition to life in a fun and engaging way while also rewarding those participating.
The aim is to create an interactive experience that encourages interaction, participation and collaboration with each the brand (Peri-urban) or each other (Rural).
On opening an account they stand a chance to be one of x number of people to get an account with X rands in it.
Activated Radio
An on-air activation which would start with DJ’s having their own experience with EasyPay Everywhere and they would come back and share with their listeners.


The next phase would involve customer testimonials.

Then a competition which would tie into the on-the-ground activations.
Finally, EPE sponsored radio dramas which unpack the product offering, benefits etc.
'Imali Yakho iKulindile'
Translation: "Your Money Is Waiting For You."
This virtual activation is more Peri-urban (township) focused and involves using gamification and collaboration through clues sent via SMS/Whatsapp/Social Media in a bid to win the account with money.
'Dlala Nathi'
Translation: "Play With Us."
This on-the-ground activation focuses on the more rural consumer; the mechanic is designed to also drive collaboration but in a more simplified and tactile manner. The title also serves as a call-to-action.
Activation Giveaways
Calendars
- Assign a professional photographer to setup a shoot during EPE community visits to communities and take family portraits that will be made into calendars.
Translation: "It's Time To Bank Your Way."
T - shirts
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- We will create conversational t-shirts e.g. Asks a question on the front and provides an answer on the back.
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Front of t-shirt: Uyazi ukuthi? Back of t-shirt: Iskhath’ sokuphatha imali ngendlela yakho ses'fikile nge EPE!
Translation: Did you know? The time to bank your way has arrived with EPE!
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Other Giveaways:
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- Umbrellas
- Branded hats
- Conversational t-shirts
- Branded table cloths
- Flasks