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Special Project

Special Project
From the 11th Annual Shorty Awards

BrandTruth//DGTL - FNB Switch with a Selfie Snap Lens Filter/Lens

Finalist in Filter/Lens


FNB launched an updated version of its 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 most noteworthy App feature that we focused on was "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.

Objective included:

Strategy and Execution

The Lens formed part of a larger integrated content campaign. The highlight, however, was the innovative Snapchat execution. BrandTruth helped conceptualise and 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, and using a fun execution mimicked the way in which a potential customer could switch banks quickly and easily by simply taking a selfie.

We also advertised the news that we had a fun new Snapchat Lens on other FNB social media platforms.

The overall 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.


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 overall campaign in May, compared to 3,064 App installs in April.


Entrant Company / Organization Name

BrandTruth//DGTL, First National Bank