Standard Bank
Achieva

A significant accomplishment is reaching any key life milestones, such as securing a degree, or getting your first job, vehicle, or home.

However, it isn’t easy to do this in the current South African context. The market offers fewer job opportunities due to the economy’s lackluster growth, and many people’s aspirations, such as first-time home ownership – a goal many South Africans dream of achieving – are out of reach due to tough macroeconomic factors, such as high-interest rates and inflation.

But these ‘firsts’ enable people to generate wealth, stimulate economic growth, and pave the way for future generations. Working to drive prosperity throughout Africa, Standard Bank aimed to celebrate individuals who, despite hardships, are the first in their families or communities to reach these goals.

With the bank as an ally, brave ‘first movers’ lay the groundwork for financially independent future generations and encourage others to be ‘Achievas’ in their own right.

The Standard Bank Achieva campaign was born out of this intention. By showcasing the different solutions that Standard Bank has designed to kickstart and sustain these journeys, we are committed to inspiring middle-class customers to become Achieva and pursue their big life firsts, with the bank serving as their partner on each journey and beyond.

To deliver on our objective, we needed to gain a deep understanding of the audience. Aged between 24 and 31 years, individuals within this target market are considered the ‘everyday person’, holding occupations such as teachers, call centre agents, police officers, nurses, etc.

Earning between R10K and R25K (with an average income of R14,717, according to findings), these individuals are the breakers of generational ‘curses’. In other words, they are the first to achieve big life milestones in their families and communities.

With a profound understanding of our target market, based on the research and analysis provided, we created a strategy that would encourage people to pursue their major life goals. We highlighted individuals who, like them, had succeeded in achieving their firsts and explored how ambitious Achievas could get started.

We placed their peers (recognizable and unknown) on the cover of a culturally relevant lifestyle magazine, Sowetan S Mag, a first for many of our chosen cover stars. We delivered the ‘Achieva™ Issue’ to encourage our Achievas to work towards their firsts and know there is a bank that will back them on the journey to their first milestones and beyond.

The Achievas who graced the cover are known to their families and communities for being ambitious. And they have incredible stories of firsts to show for it, which they gladly shared. Cover stars included:

• Content creator Wendy Gumede aka The Black Wendy
• Singer/songwriter Khuzani Mpungose
• New kid on the block, social media influencer Ross Turner
• Teacher Danilo Mngwengwe
• Professional nurse Thandi Mathibela
• Call Centre Operations Coordinator Logan Lawson
• Human Capital Consultant and content creator Luyanda Duma

Our compelling narrative was that we recognized that we don’t often celebrate ordinary people and the wins they achieve for themselves, their families, and their communities. Often, something like a magazine cover is reserved for high-profile celebrities. That’s why, when choosing creators to partner with, we selected people who are a true reflection of what means to be an Achieva – that go-getter who steadily accumulates small wins to get to the big firsts. Their stories inspire others to do the same, with the bank as their ally.

To further commemorate this first, we put the chosen cover stars on a high-traffic billboard opposite the Gautrain Station in Sandton, Johannesburg. We also secured radio interviews with key spokespeople and Achievas on Metro FM as well as editorial interview coverage in the Sowetan S-Mag. Working with hosts Mpho Popps and Robot Boi, we confirmed a slot on the Popcorn and Cheese podcast, featuring Standard Bank’s Motlatsi Mkalala and Itumeleng Matlaila, and Achieva influencers.