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Brand Promise
Introducing Discovery Bank
Get on Board
Discovery Bank Campaign
Roll-Out Strategy
Online Presence
Billboards and Branding
Traditional Media
CONTENT
Traditional Media
Television
Product and behavioural ads
Brand ads
Media
Radio
Billboards and Branding
Static Billboards
Digital Billboards
Brand Placement
1 Discovery Place signage
iStore branding
Online Presence
Social media
Google Ads
Ndlovu Youth Choir competition
Discovery
Website
Elements
Advertising
Discovery Bank used radio, billboards (digital & static), branding, TV and print media to promote the launch
Sales Promo
Personal Selling
Personal selling to existing client base via the Discovery broker network
Social media influencers: Riad Moosa, Jo-Ann Straus, Ferial Haffejee, Azania Mosaka
Twitter, Instagram, Facebook and Google-ads
Events/Experiences
Word of mouth
IMC
Direct marketing to existing clients through email, text messages and brochures
PR events to promote the brand through public appearances by Discovery Ambassadors (Caster Semenya, Chad le Clos, Wayde van Niekerk and others)
Interactive Marketing
Public Relations
Events and experiences included- 947 sponsorship (Run and Ride) & English Premier League (EPL)
Direct Marketing
Discounted fees offered to Discovery Staff to encourage primary banking at Discovery Bank
Assessment
Conclusion