This is a case study for Creative Strategy: We got the Capitec Bank account because they regard themselves as a "Retail Bank" and 99c is a retail agency. Capitec Bank are knows for their no-nonsense functionality and low fees. But asides from this, they're non-traditionalists. They ask questions of the South African banking industry. Questions like: "Why do banks think it's ok to close at 3.30pm". And this is where it gets interesting because I bet you didn't know this: South African banks close at 3.30pm so they can start processing all the paper slips and forms you fill in, again and again and again. So at 3.30 they chase you out and they start capturing the data in the back office so their employees can leave at 5pm. Capitec uses a real-time digital system without paperwork. So they're faster and cheaper and stay open longer. Another thing that sets them apart is the interest they offer (a minimum of 4.25% on balance in transaction account - this isn't replicated by any other bank) and their simplicity and transparency. Read more about it in Butch Rice's article
All research pointed to the very obvious: "People hate wasting time banking".
No sh*t. So we believed they are ready to ask some questions:
"Why do you close your door in my face at 3.30pm?"
"Why do you charge me high banking fees?"
"Why do I have to fill in the same forms over and over?"
"Why do I have to write my name when you can just use a biometric fingerprint reader?"
Because they are always questioning the banking status quo, it was a small step to a strategic positioning to AskWhy of the way we bank.
It lent itself to very simple, very clear, communication:
If you can't bank after 3.30pm, #AskWhy
If you can't bank on Sunday, #AskWhy
If you don't get interest on the money in your transaction account, #AskWhy.
The creative that was eventually produced isn't worth sharing, so I'm not going to.
But I still think the creative strategy I came up with was solid.
