
Getting a bank into townships that ignored it
The problem
A national bank had brand awareness but almost no consideration among township and peri-urban audiences in Gauteng and the Eastern Cape.
What we did
We rebuilt the channel mix around community radio, taxi rank OOH and vernacular social, with a retail media layer at spaza and forecourt level. Broadcast was reduced by 34% to fund it.
- Community radio
- Taxi rank OOH
- Vernacular social
- Retail media
- +41%
- Consideration in target LSMs
- -27%
- Cost per qualified lead
- 2.3x
- Branch walk-ins vs forecast

