Bank on a better life with Capitec

2 June, 2017 - 08:09

Capitec Bank's Bank Better Live Better TV commercial is a big moment for the brand, taking it in an exciting new direction that's all about building an emotional connection.

A collaboration with Dan the Director, Red Bull and a hand full of proudly South African music artists, the commercial moves away from just the simple functional messages Capitec has become known for, to a fun, evocative approach that celebrates South Africans who do things differently.

According to Francois Viviers, Executive: Marketing and Communications at Capitec Bank, This campaign is a natural progression for us. We realised that what really moves people is not function or logic - it's emotion. People don't buy what you do; they buy why you do it - so we needed to communicate this in a campaign that makes the reason why Capitec Bank exists visible to our clients.

We believe in making banking simple, affordable and transparent. If you bank smarter and use our app, you save time, avoid queues, and pay less for bank fees - this means you can spend your money and time doing the things you love.

With the growing omnipresence of social media, campaigns need to be as effective online as they are on TV. Thus, YouTube sensation Dan the Director (Dan Mace) was a natural fit to bring the bank's vision to fruition. With a YouTube following of 70, 241 subscribers and a channel with over two million views, his social media followership assured his understanding of the space the campaign needed to operate in, and its resonance with the bank's youthful audience.

For the Cannes Lions award-winning young director, it was an exciting opportunity to get involved in a highly collaborative project. I like to work with brands I'm proud to represent. I put myself behind Capitec knowing that I'm spreading a message that's correct and honest.

The commercial features three people using the simple, transparent banking service Capitec provides to think creatively and live better. Through a series of seamless cuts we transfer from one person's dreams to the next, through the transactions they perform with each other.

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An aspiring DJ buys recording equipment and we imagine with her as she pictures her musical aspirations culminating in a big gig. Then we leap into the mind of the man she buys the gear from and fantasize about the freedom of a bike and the allure of the open road. Lastly, we see how the bike seller plans to use the money from the sale to gift his wife with a unique commemorative anniversary gift.

Along with Mace's storytelling brilliance, the commercial also needed exceptional sound. Says Viviers, We realised that in order to do something great we needed to partner with the best in South Africa in terms of building communities - companies with strong experience in terms of mobilising tribes of people. Red Bull is that brand in the music industry so it's very exciting to be partnering with them.

Collaborating with Red Bull, Capitec released a track which was then given to three up-and-coming local artists to remix and make available for free downloads. From there, a series of documentaries were made about the artists - Zaki Abraham, Stab Virus, and Bruce Loko - showcasing banking better through the lens of ordinary South Africans who are great at what they do. These will be available to view on xx (platform) on xx (date release).

Ultimately, for Viviers, this campaign was about resonating with all South Africans. We're a brand for young people of all ages. It's a mindset of asking why and questioning the norm and saying why do I have to do things the way they've always been done? We believe there are people of that mindset across all ages and income segments in South Africa, and those are the people this message is for.

Embedded video for Bank on a better life with Capitec

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