Is their new “You can Help” campaign intended to capitalise on the same approach that Nando’s takes, courting controversy to build brand awareness and position it as irreverent and anti-authority?
Hardly, this is a bank after all, and one with the resources to build brand relationships without resorting to guerrilla marketing tactics.
So what exactly in the FNB TV and video campaign is subversive? And should the ad be seen as treasonous, as claimed by the ANC and the Youth League? Well, only one of the series is available for viewing, since FNB has bowed to political pressure and removed the others from the internet. But take a look at the remaining one, and judge for yourself.
I love this. It shows the passion and commitment of South Africa’s youth for our country. It echoes the hope and optimism of a nation that has so much more to do. It certainly acknowledges that South Africa is not perfect, but it encourages everyone to do their bit, small or great, to contribute to a happier nation.
FNB interviewed 1360 junior and high school children to take the temperature of the nation’s youth. They built a compelling message and produced material that resonates.
But they didn’t stop to evaluate the way in which a social statement would be viewed by some of their VIP clients. The response of the ANC and the Youth League just shows that your content might be accurate and well-researched, but you can’t always control the way in which people will respond to your ad. And even if you hit jackpot with some of your target market, your message might alienate others.
Radio and online activity shows the support for this campaign, but the intense political reaction shows that a powerful message can polarise your audience.
What is your response to this ad? Perhaps the others were more critical of the current situation in South Africa, but unfortunately they are not available for comment.