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Discovery Bank

Integrated Marketing Campaign

Team

Rwanda

National Economic Transformation

Michael Olivier

Neil Naidoo

Noziphiwo Lubanga

Wynand Malan

Zachariah Badat

Macroeconomics - Syndicate 8

Brand Promise

Brand Promise

Introducing Discovery Bank

Get on Board

Title

Title

Title

Discovery Bank Campaign

Roll-Out Strategy

Online Presence

Campaign

Billboards and Branding

Traditional Media

Roll out strategy

INSERT

CONTENT

Traditional media

Traditional Media

Television

Product and behavioural ads

Brand ads

Print

Media

Radio

Billboards and Branding

Static Billboards

Digital Billboards

Brand Placement

1 Discovery Place signage

Branding and Billboards

iStore branding

Online presence

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

IMC

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

Integrated Marketing Model

Assessment

Findings

Conclusion

  • Discovery Bank understood that consumers receive and process information differently, to ensure success multiple channels were used to reach potential clients.

  • The marketing team identified the typical client as a young or young at heart, progressive, digitally savvy first mover comfortable with adopting a new technology in banking. The marketing strategy was heavily weighted towards digital channels.

  • Marketing channels and messaging targeted this segment effectively and efficiently, embedding the themes of financial wellness and shared value.

  • The IMC model was employed to good effect, creating seamless, evocative and consistent messaging to prospective clients.

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