The campaign portrays the daily lives of people in South Africa making things happen for themselves, and realising the possibility of enhancing their lives by banking with Nedbank, who cares about their financial wellbeing. Tasked to deliver a campaign that would break through the clutter and position Nedbank in the entry level market, Network #BBDO Advertising Agency and Nedbank took a direction never gone before.

“The location, the cast as well as the creative team working to make things happen were carefully considered to ensure they resonate with our vision, under the stewardship of award winning film director Teboho Mahlatsi,” says Ciko Thomas, Nedbank Managing Executive: Consumer Banking.

Choosing Port Elizabeth was a natural fit for us away from the commonly used sites in Cape Town and Gauteng. In keeping with the spirit of the Nedbank ‘Ke Yona’ campaign to celebrate the daily lives of people who continue to make things happen within their communities, Zolani Mahola, from Freshlyground, epitomises our vision for this campaign.

Mahola truly represents someone who has made it through adversity to make things happen, growing up in Port Elizabeth with her father who single handedly raised her and her siblings after the early passing of her mother in Port Elizabeth. Zolani describes the experience as humbling. “Looking back, I am truly grateful of the blessings bestowed on me and my family to make things happen and be the person I am today,” says Mahola.

Mahola is joined in the campaign by two aspiring actors, Mpho Pitini (who plays a Nurse) and Michael Mabizela (who plays a shop assistant); who deliver the messages in their home language– Sesotho and isiZulu respectively.

“The use of vernacular languages within the Nedbank ‘Ke Yona’ and broader campaign elements was absolutely critical and a first for Nedbank, as we needed to create the necessary emotional connection with this market, but more importantly deliver the message in such a way that it is well understood. Our society is so diverse and very often the intended message does not get through or resonate with the intended audience,” adds Thomas.

“We introduced the ‘Ke Yona' Better Life Line Up during the Nedbank Cup earlier this year. This offering comprises the money transfer solution Vodacom m-pesa, Pay-as-you-use banking account, Funeral Cover and Personal Loan Account, enabling clients to transact, borrow, save and insure in an affordable manner through our extensive footprint,” says Thomas.

The Nedbank ‘Ke Yona’ campaign mediums include television, radio, print, billboards, building wraps, community based wall murals and taxi TV. The TVC is delivered in English and vernacular (Sesotho and isiZulu) with the radio campaign in six official vernacular languages. The Outdoor advertising will be used in townships and includes vernacular wall murals.

“This is a massive undertaking by Nedbank to produce the finest campaign to evoke emotion with the audience, deliver on our promise of being a bank for all and committed to make banking more accessible in South Africa.

At the heart of the Nedbank ‘Ke Yona’ campaign is to enhance brand accessibility and a pledge by Nedbank to make an enduring difference to all who bank with Nedbank in a way that it enables our clients to reach their aspirations and financial goals. The Nedbank ‘Ke Yona’ offering is tailor made to serve the needs of this market, helping them to manage their finances on a day to day basis from the smallest amount, so as to build financial fitness over a period of time, ”concludes Thomas.