Objectives

FNB launched an updated version of their banking App for both Retail and Business customers.

The main goal of our marketing campaign was to communicate to the audiences to switch to FNB, and download, update and use the latest FNB App to empower their life and meet their needs.

The two most noteworthy App features which we focused on included:

a) "Switch with a Selfie" - the ability for new customers to switch banks by downloading the App and simply taking a Selfie. This process can be done in minutes without completing any paperwork.

b) nav» Money - a money manager feature to track customer spending and disposable cash.

Campaign objectives included:

• Educating the public that FNB is a bank with a superior digital offering compared to competitors and how the FNB App stands out from the rest
• Positioning FNB as a bank with constantly evolving and innovative digital solutions
• Illustrating that with the FNB App personalised products are available at the push of a button
• Showcasing that through FNB and their App customers have a banking experience that delivers a seamless advanced account opening process that makes switching banks easier
• Showing how the FNB App 6.0 delivers a paperless banking experience, with no queues and no hassle
• Indicating that FNB offers a holistic digital banking experience

Strategy and Execution

The campaign was rolled out in two phases. Phase one seeded digital teaser elements in the form of social media posts and videos - all leading up to the media launch event.

The media launch was live-streamed on Facebook and Twitter and featured live tweets from the event panel discussion.

In addition, selected key Influencers attended the event for additional live social media posts. FNB customer Influencers also participated in a photoshoot and their images were used in the digital execution artwork.

Phase two included multiple digital and social media executions including Home Page Takeovers, Display Rich Media executions, sponsored and native content articles, YouTube Masthead, Trueview and Bumper ads advertising, Spotify advertising, and advertising on Facebook and Twitter, (including a sponsored trend and BlueRobot profile picture overlay experience on Twitter). BrandTruth also designed and implemented FNB's internal staff communication and App push notifications for this campaign.

The campaign highlight was, however, the innovative Snapchat execution. BrandTruth helped develop the first fully customised augmented reality Snapchat Lens in Africa.

This FNB Sponsored Lens was custom-built for South African Snapchat Users to interact and play with. The goal was to increase the FNB brand association with its messages around "innovation" and "The Future of Help" and grow its brand favorability among a young and engaged audience with a fun, creative execution.

Results

On the day of the App 6.0 media launch event, the digital and social elements around the event had a total reach of 2.3M.

The Switch with a Selfie branded lens on Snapchat received 240k impressions on the day it launched, with an average engagement time of 27 seconds.

19,821 App installs have been generated from the campaign in May, compared to 3,064 App installs in April.

Core product sales from search have increased month on month by 32%

Facebook lead ads also continued to yield results with the cost per leads remaining steady month on month.

Media