The private banking environment has been through significant changes since the economic downturn and the subsequent regulatory and legislative changes have had an impact on the business models private banks have adopted. “On the back of the financial crisis, clients’ needs are increasingly focused on liquidity and asset diversification with a new appreciation for risk and transparency. With these evolving customer needs, a one-size-fits-all approach to private banking is no longer relevant and we have adapted our business model to meet these requirements,” says Basani Maluleke, head of FNB Private Clients.

With the evolution of its business model, the way FNB Private Clients engages with its clients has become more focussed on understanding the full spectrum of clients’ requirements across their balance sheets.

“We endeavour to look beyond the obvious to ensure we are providing the right financial advice and services to grow, manage and protect our clients’ wealth. Our latest advertising campaign is a tangible reflection of the services we provide through an experienced team with the right set of innovative financial products, advice and expertise,” adds Maluleke.

The advertising campaign’s creative has made use of breathtaking photographs of the remarkable South African landscape and uses interesting imagery to demonstrate that you have to look past the obvious in order to see the full meaning of the image. This directly links into our customer service philosophy of delivering beyond and not simply meeting our client expectations.

"The marketing landscape is a tough, competitive environment, especially in the financial services category. In order to stand out and get noticed, your communication needs to have stopping power and engage with consumers in unexpected ways. Only once you've done this, can you deliver your brand message. We believe this campaign will achieve these objectives,” continues Maluleke.

As an extension of the print campaign that is already in the market, a digital activation of the campaign was developed. This also required a creative and innovative way to carry our message to various target markets. The digital creative coupled with the other channels allows FNB Private Clients to carry through and reinforce the message of our deeper understanding into our clients individual needs in order to provide personalised financial solutions.

“Research has shown that an increasing number of our Wealth clients make use of mobile devices, such as smart phones and iPads. With this in mind, it was important for us to extend the campaign onto these channels with a focus on placement in key iPad news apps that are frequented by our audience, namely CNN, BBC, iMaverick and the Economist,” says Lana Strydom, head of FNB Digital.

“In the execution, we took advantage of the iPad's internal gyroscope, to create a scene that simulates a three dimensional movement. The advert was turned into a game that the user could physically interact with. This creates a memorable experience to explain the philosophy of the campaign to the audience with users challenging each other to beat their score, thus extending the campaign to a wider audience engagement,” adds Strydom.

“The objective of the campaign is to get users to physically experience FNB Private Clients' philosophy, and to entice them to learn more after having interacted with the execution. The intention of the campaign is to showcase our private client holistic offering and value proposition,” concludes Maluleke.