Best Bank Integrated Ad Campaign

Around the world, banks already offer financial products uniquely tailored for women. It was with this in mind that Standard Bank took the leap to introduce the first female-focused credit card in South Africa – the MyCard credit card. This card would be aimed at new and existing middle-market female clientele between the ages of 25 and 45. The trick with this campaign was to be able to effectively communicate Standard Bank’s understanding of the complex and multi-faceted needs of the independent woman without talking ‘down’ to her. MyCard proposed to offer this new market a product of substance, a product that offered the convenience of a credit card, as well as a moment of zen in the busy life of the female consumer. The MyCard competition encouraged women to go online and submit their MyCard moments, a moment of bliss and pampering they wished for themselves. The winner would then win R50 000 to make that dream come true.

Contributors:

Client Service Director :	Michele Eichenberger
Strategist:	Werner Puchert
Digital Creative Director :	Alta Nel
Copywriter :	Jacquie Evans
Developer :	Anthony Spruyt
Project Manager :	Ettienne Mans
Art director :	Thereza Norton
Copywriter :	Mike Vines
Creative Director :	Amanda Horwitz

TBWA/TEQUILA

Location: South Africa