ABOUT THE WORK
Summary of the work
Banks typically communicate using clichés or functional language, creating memorable, emotive work difficult. Nedbank’s long-term strategy is to differentiate through distinctive radio advertising that feels culturally aware and insightful.
Our challenge was to make Nedbank Travel Insurance relevant to South African travellers, who are tired of the same old category story.
To drive consideration, we tapped into the human truth, “When in Rome, do as the Romans do”. When visiting a new place, people often do things they wouldn’t normally do. Often to their detriment.
We used this insight to build a campaign around the risky things travellers can’t help doing, reminding them that while this behaviour is inevitable, Nedbank Travel Insurance keeps them covered.
Each execution is told from a local’s perspective, with accents and music placing listeners in the holiday mindset. The repeated phrase “When in…” creates a distinctive, memorable comedic structure.
Why this work relevant for Audio & Radio
While most bank advertising is functional and hard sell, Nedbank is a brand that uses storytelling as a way to grow brand consideration and affinity.
In a country with high radio listenership, this medium allowed us to capture the human truth about travelling and the classic tourist trappings that leave you needing travel insurance. The times when the “When in Rome” mindset has you doing things you’d never do back home. The spots use the power of sound – vivid storytelling, music and foreign voices to place listeners in countries around the world, without leaving the recording studio.
CREDITS
Brand: Nedbank
Product: Nedbank Travel Insurance
Client: Khensani Nobanda, Buli Ndlovu
Agency: Joe Public
Agency Managing Director: Khuthala Gala Holten, Mpume Ngobese
Chief Creative Officer: Pepe Marais, Xolisa Dyeshana
Executive Creative Director: Brendan Hoffmann, Claudi Potter, Martin Schlumpf
Creative Director: Daniel Fisher
Agency Producer: Evelyn Bonase
Account Management: Candice Shortt, Phindile Ndzekeli
Traffic: Michele Lazarus
Strategist: Laurent Marty, Chad Nelson
Writer: Daniel Fisher
Media Agency: (Not an IDIDTHAT member)
Recording Studio: (Not an IDIDTHAT member)
Sound Designer/Engineer: Stephen Webster
Performance: Nelson Menel-Miranda (Mexico), Rick Wimberly (Texas), Chris Wachiralappaitoon (Thailand)
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