Nedbank 4me Youth Offering Launch

YDx partnered with Nedbank to launch the Nedbank 4me youth product offering into the market.

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Tapping into the YDx databank of insights, a highly engaging and interactive experience like the campaign YDx conceptualised was needed because the youth don’t have a strong connection with banking and Nedbank hadn’t considered the youth market seriously before. We needed to create an event that provided a positive ‘money can’t buy’ experience to start a conversation and connection to banking with the youth

We also based the campaign on our tried-and-tested 7Cs model and our proprietary 5 Pillars of Youth Culture.

The culmination of this campaign was a big launch event in Johannesburg, which was then rolled out across South Africa in a number of shopping centres.

The experience created for the youth at the shopping centres consisted of four key zones (fashion, sport, entertainment and music and technology). These involved one-on-one engagements and personal interactions with celebrities, make-up artists, sports stars and others in highly interactive, integrative and relationship building activities.

The youth arrived in crowds to watch popular DJs, music artists, comedians and dancers strutting their talent and were given the opportunity to have their photo taken with these celebrities.

They could also try on new outfits, have their photos taken and have a ‘make-over’ to look like a ‘star’.

In the Sports Zone, they played hoopball, airhockey and foosball against their friends and the celebrities.

And there were loads of prizes!

We generated thousands of leads per activation site and superseded the objectives for the campaign.

The campaign created such a buzz, it even trended on twitter for 40 minutes on the activation day!


February 17, 2016