In 2010, VML South Africa became the lead digital agency for the South African financial brand, Nedbank. Over the past five years, they've entrusted us with responsibilities well beyond that title. Not only do we drive digital experiences for customers, employees, and internal departments, we act as key strategic partners across marketing, technology, and products.
We’ve taken vital projects through strategy, creative, user experiences, front and back end development, social media, original content, search media, and more. With a mission to create a uniform experience that's optimized and personalized for every audience, we've made operations more efficient, users happier, and sales higher.
Helping a bank capitalize on its strongest asset.
As digital AOR, VML knew that Nedbank offers the complete range of banking solutions, and they have an incredibly broad staff base, working with agencies and personel all over South Africa. Typically, big brands can struggle with brand fragmentation and Nedbank was no different.
Nedbank needed an online resource that empowered users to effectively manage their brand assets.
An online portal that goes beyond search tools. We created personas to guide users through CI and brand material, educational and user-generated content, plus past campaigns. Everything was designed not only to be intuitive, but to be inspiring.
The feedback from client staff was overwhelmingly positive. Multiple teams reported that the system was not only easy to pick up and use, but that it led to better work that was, most importantly, brand compliant.
Turning ordinary into extraordinary.
Having renewed their sponsorship of the Nedbank Cup for another five years, Nedbank needed to take the property to a new level. They wanted to reposition themselves as a bank for all South Africans and prove that with Nedbank, you can achieve your goals.
In rural villages and small towns across the country, there are thousands of young people passionately playing soccer, training every day, undiscovered. The Nedbank Cup could provide these undiscovered stars an opportunity to realise their dreams.
We launched a nationwide search for the Ke Yona Team - a brand new squad of ordinary South Africans. Trained by professional coaches, this team would then take on the winners of the Nedbank Cup 2013.
48193 redemptions were received via USSD. Online registration was over-subscribed by almost 550%, with 26 270 unique entrants. An opt-in rate of 97% created an opportunity for Nedbank to continue the conversation. Facebook garnered more than 2 million impressions (on a budget of just R100 000) and achieved an exceptional engagement rate of 4%. We reached R20 million in Earned Media of people every week on TV and radio and generated R16,5 million in earned media. Paid media alone reached more than 7 million people with an effective reach of 84.3%. The proudest achievement - we gave ordinary South Africans the opportunity to achieve their goals, to face previous champions and to play their hearts out in front of millions of adoring football fans.
See Money Differently
Nedbank needed to officially launch their new positioning, "See Money Differently."
Nedbank wanted to help their audience look at their finances differently by communicating their message in a captivatingly interesting way.
Nedbank partnered with NATIVE VML to help their audience relook their money, using money as the actual medium. They worked closely with The Reserve Bank and tied five stories into each of the five banknotes, which viewers were able to unlock using Shazam's visual recognition functionality. Each unique, true and local story was about a person who owed their success to seeing money differently. The campaign was brought to life through 3D audio, animations and a film set in Soweto.
The mobile campaign was accessible to over 17 million Shazam users in SA, and was amplified across social and digital channels, inspiring all South Africans to See Money Differently.
Awards & Recognition