3 Reasons Students “Want In” With Standard BankIn Trends
The way a brand is perceived plays a huge role in its ability to make an impact on Afrillennials (African Millennials). The wrong approach can leave a brand in no man’s land while students turn a blind eye in disinterest. This week we are taking you through what we’ve done to change students’ perception of Standard Bank from an “old man’s” brand to the best loved banking brand on campus.
- The Face Lift
As a start, we needed to understand what the current perception of Standard Bank was, in order to change it. Upon investigation, students were very honest about seeing Standard Bank personified as an “old man” who was both unapproachable and not for the student market.
With this knowledge in hand, the team decided to switch things up and roll out a spectacular intervention at university campuses around the country. Standard Bank created the ultimate breakaway lounge where students could chill out with their friends, listen to music and play games. Promoters added to the fun, dressed in funky Standard Bank gear, totally escaping the “formal” image the brand was perceived as having.
Vusi Pungula, 2nd year Mining Student at Wits said, “At first I didn’t know this was a Standard Bank activation. I immediately felt drawn to the brand and really wanted to find out what the fuss on campus is about. I’d never seen Standard Bank in that light!”
- Students Suddenly Wanted In
The very same brand that the youth previously misunderstood as being the least obvious choice for them, became the talk of thousands of students’ social feeds.
Students were encouraged to share pictures of themselves chilling in the Standard Bank lounge. Inside the lounge were board games, a silent disco, bean bags, popcorn and slush puppies that students could enjoy throughout the day between classes. Students especially enjoyed the silent disco where they heard music from their favourite campus DJ’s & could also play their own songs using the aux cable.
This ramped up social engagement and resulted in serious FOMO amongst students across the country about what was happening in the Standard Bank lounge.
Using the hashtag #SBIWantIn, students interacted with Standard Bank and got the brand trending 12 times on social media during the activation tour to campuses.
Getting word out that Standard Bank is the banking brand students can count on contributed to the brand reaching 1.9 million students on social media with a whopping 8.5 million impressions.
- Striking Up The Right Conversation
Post activation interviews with students indicated that apart from the lounge elements and the brand offering students a much needed break on campus, the new look and relatable promoters played a big role in getting them to interact with the brand. They were well informed about the brand and made students feel comfortable from the minute they entered the lounge, leading to endless foot traffic and a jam packed chill zone. For that day, the youth were a new relatable face of the brand, allowing Standard Bank to speak to students freely, connect with them and become approachable.
This allowed the brand to break the stereotype it was faced with and sign students up for an account with them – Standard Bank became the number one bank card in student’s wallets!
Check out the campaign for yourself:
The Verdict: Be Interesting And Interested!
The total campaign reach was 10.5 million students in SA. Afrillennials are difficult to please and are easily turned off by marketing “gimmicks”. Standard Bank did well because they kept it real with students and made sure they delivered on campus.
The bank was both interesting and interested: interesting because of the brands willingness to adapt to the students’ environment in order to get their attention. Interested because from all the activation elements, students could tell that there was a lot of research and preparation done before Standard Bank attempted to connect with them. They felt understood, like they could relate and finally that Standard Bank was a natural fit for them.
If you’re having a hard time fitting into students world, contact us on firstname.lastname@example.org or call 011 885 3918 for expert youth marketing insights.