APS Bank

The Brief: Our first job for APS Bank was to create a concept to launch its centenary commemoration while communicating its shared values in a fresh and exciting manner.

Assignment: The main challenge of this assignment was to promote a hundred year old bank in a modern and engaging way while respecting its conservative identity. The concept had to be smart, fresh and simple to understand, with a fresh approach that is easily accessible for the general public. The Bank’s practice of community banking had to be clearly communicated throughout the campaign.

Strategy: Priority was given to the Bank’s shared values of Security, Integrity, Respect and Sustainability. Images and footage were conceived to communicate each value but not in an obvious or direct way. For example a school of fish and marine fauna was used to communicate “Respect”. This can be interpreted as respect for the client, respect for staff, for the environment, etc.

A very important aspect of this campaign was the collaboration we initiated with the award winning Christian rock band SALT. Their driving track “Want to be with you” was used in the TV commercial with excellent results. With this track, the production became much more appealing for younger audiences, without alienating the Bank’s traditionally older and more conservative client base.

The TV campaign was launched on a national scale during the quarter finals of World Cup 2010, with a follow up on practically all media, including newspapers, outdoor and magazines culminating around the opening of the Bank’s Head Office building in October. This also coincided with the launch of new programme schedules on all major TV stations.  PR and web marketing were also used extensively in this campaign.

Results: Feedback from all quarters was extremely encouraging with all objectives being met.