TymeBank – the fastest growing bank in South Africa – asked us to come up with a digital campaign to promote their savings product, GoalSave. Inadvertently, of course, the campaign would also be the brand’s commentary on the oversaturated savings conversation already dominated by the other banks and FSPs in the country.
Despite the negative sentiment towards the culture of saving in South Africa, the data that we were presented whilst working on this brief made a case for the opposite. The notion, which hadn’t been widely appreciated or understood, is that saving is a deeply personal act.
This premise was inspired by a simple excel spreadsheet, that had just under a million inputs. On the surface, these were merely the 900 000+ GoalSave names that TymeBank customers had given to their savings pockets. What they were to us, were the deeply personal reasons why people save.
Building 2, 43 Peter Place
Lyme Park, Sandton
