SBSA (Standard Bank SA) has launched what seems like social media campaign (I cannot in good conscious call it a digital campaign)
Challenge: I’m assuming – Standard Bank tasked their agency with developing a campaign that would resonate with younger audiences & grow brand relevance.
Campaign: Kyle Lewis is famous for shooting artistically driven music and brand videos … captured the idea “Make One Day, Today” perfectly .. the videography is masterful and the people chosen to feature in the ad are some of SA’s most prolific young entrepreneurs, creatives and creators, which lends the brand credence and relevance.
It’s a completely miss and this is why it’s not #GoodComms
After that great video, which has about 15 600 views , you click through to the mini-site all excitedly only to find that it’s a dead-end! All your options are reduced to choosing and creating a digital picture post …. and that’s it …
The campaign ends right there and has no visible connection or link to the business of Standard Bank! Such as a product or platforms to make One day #Today!
This is a classic story of a lack of strategy and thinking through ones campaign communications, intended impact and delivery on business objectives. Even if the campaign is premised on social ROI I can clearly make the link between campaign and brand objectives.
To top it off … it doesn’t look like anyone has briefed to respond to queries