Conceptualised by a joint team from TBWA, Tequila and Magna Carta, the campaign uses a combination of tactical, radio, web and viral media. Primarily targeted at the youth and young adult market (ages 18-30), the Get There concept was developed to appeal to a young and driven audience who want to look good, feel good and be successful.
Implementing a non-traditional approach for Standard Bank, the look and feel incorporate funky style writing and vibrant colours.
Says Kholiwe Sinuma, group head designer at Tequila, "We ensured that the graphics utilised had universal appeal, by not only borrowing from the graffiti style but also old classic movies. The font style was inspired by Super Fly, a cult classic movie made in the 1970s."
Although there is diversity in South Africa's youth, an integration of cultures is emerging and Sinuma believes that the shift from Standard Bank's traditional approach is exactly what is needed to ensure that the campaign is captivating, eye-catching and appealing to the target market.
Each crazy stunter will win a prize to help them get there, including a Hugo Boss suit, Acer laptop, 4GB Apple iPod or a Sony digital camera, reinforcing the aspirational aspect of the campaign.
Recognising that 20 stunt activations will be executed and in an effort to offer more people the opportunity to participate in the Get There campaign, Standard Bank has included a voting element that encourages listeners to vote for their favorite 'crazy' stunt and stand a chance to win over R50 000 or R100 000 as a Standard Bank current account holder. The Get There website has already registered over 2000 votes in just a few weeks.
