Youth & Mobile Case Study

All brands involved in the youth market ask a similar question. How do I get students attention and engagement? For starters, it isn’t as simple as having a great product. The marketing of that great product is the crucial part. And the answer is simple.

Keep your message relevant, simple and cheap.

In our focus groups, Standard Bank's recent activity in the market received some praise for their take on their youth mobile marketing of their Student Achiever account. What was interesting to note, was that because the platform Standard Bank used came at the right time for the market, the message's simplicity and relevant timing, opened the opportunity to engage.

Simple entry into a consumers mind through a short and to the point SMS, with an option to not engage, incentive to make it worthwhile to continue with the engagement (the BlackBerry give away), and then once online, even more reason to continue engagement because of the relevant platforms created a winning formula for Standard Bank.

Now ask yourself: Is your message getting to the right people, in the right words, at the right time?