Azaguys uses imagination for Gensec Bank

Conceived by Azaguys Advertising and Marketing, the ‘beer’ ads in a dramatic break-a-way from banking genre typicality, invite the reader to ‘now drink your way to a six-pack’. The copy talks about a lifestyle beer, that fights fat without losing any of the other enjoyable qualities of beer. The visual shows the packaging and lifestyle nuances to fully execute the benefits of the beer. A distinct copy line asks, "Don’t you wish it were true?" This makes the point that Gensec is the bank with a vast imagination that can be used to limitless effect for their clients.

Following the strategic payoff line of the earlier campaign - the right option may be the one you haven’t thought of - the positioning of Gensec Bank is tightened with the statement, ‘Use our imagination’. This positioning statement will be consistent throughout all elements of the campaign.

Faced with the challenge of extending the brand building campaign within the confines of a budget which does not allow for TV, Azaguys had to optimise print as the main medium for building the awareness and ads will feature regularly in Business Day, Financial Mail, Sake Beeld, Sake Burger and Complete Golfer.

There are other creative elements supporting the campaign. These include ‘tombstone’ deal announcement ads designed using full colour to look like notices on a pin board - again breaking out of the banking genre.

Tapping into the leisure golf sector, there will be branding on sprinkler heads and signage on tee boxes at all 36 holes on both Rand Park and Royal Johannesburg Golf Courses. These remind the target audience of Gensec’s imagination, showing the logo with the pay off line, and using singular word concepts, ‘opportnitee’, ‘flexibilitee’, ‘originalitee’, ‘individualitee’ etc, to tie in with a golf theme.

The importance of the line ‘Use our imagination’ is that it is a promise, a value and a commitment to deliver which is part of the Gensec passion and culture experienced throughout the organisation.