In a category that still largely defines wealth as something exclusively material – a nice car, a big house and other fancy belongings – banks have an opportunity to resonate more deeply with their target customers if they evolve their advertising to reflect their audiences’ evolving perspective on wealth
The Standard Bank Private campaign is called Private Promise, an emotive execution that resonates deeply because it’s rooted in audience insights and purpose. We knew that we needed to be sharp with the campaign to position Standard Bank as the most desired Private Bank in Africa, building affinity with a youthful, affluent audience.
The agency wanted to tell a human story, one that is relatable and emotive. We wanted this to be authentic. The advertisement zooms into people’s most intimate moments as they celebrate the many benefits and joys of a wealthy life. We used the classic earworm ‘Favourite Things’ to subtly express that a wealthy life is one that’s filled with all your favourite things as well as having the time to experience that life with the people that mean the most to you.