CREDITS

Standard Bank CIB Marketing

From Lagos to Listing: Driving Africa’s Largest Fintech IPO on the JSE

Standard Bank Corporate and Investment Banking’s listing was approached by the client to lead the narrative, positioning a single, compelling storyline to drive Optasia’s landmark listing on the Johannesburg Stock Exchange in November.

The brief was to amplify transaction impact, build investor confidence through thought leadership and anchor the JSE as the destination market for African fintech listings.

At the heart of the campaign was a compelling story that positioned African innovation at scale: from Lagos to the JSE, from an African startup operating in 30 countries to a global leader helping shape Africa’s capital markets, highlighting Standard Bank’s role at the centre of Africa’s fintech ecosystem.

Standard Bank drove this through seamless execution of a single, coherent narrative that aligned the client, investors, local media, international media, government stakeholders and investors across geographies.

From Lagos to Listing was the largest fintech IPO the JSE has seen in five years, and the biggest listing since 2018. It attracted a diverse global investor base, underscoring Africa’s relevance as a growth destination.

The campaign began months before the listing, with a strategic focus on elevating the Standard Bank–Optasia partnership and building market confidence. This included an integrated content strategy, stakeholder engagement, media relations and event execution.

Messaging was anchored in a clear value proposition that included the scale of the transaction, Africa’s fintech growth story, Optasia’s technology-led business model, regulatory maturity and Standard Bank’s leadership in African capital markets.

The campaign execution extended to investor education, global media engagement and high-impact experiential moments that brought the listing story to life at the JSE and beyond.

Campaign Summary
Strategy

  • Build a single, compelling “From Lagos to Listing” narrative that positioned Optasia as a high-growth, AI-driven African fintech success
  • Use marketing-led storytelling to influence investor perception and secure the JSE as Optasia’s chosen listing venue
  • Align investor communications, media visibility and experiential events to reinforce Standard Bank’s leadership in African capital markets

Deliverables

  • Optasia business case study video
  • Investor-focused IPO case video
  • Deal signing event at Standard Bank
  • JSE listing day event
  • Integrated PR and media engagement programme
  • Social media launch and amplification
  • Digital out-of-home placement at the JSE and major airports
  • Paid digital and print advertising
  • Partner and stakeholder listing luncheon

Results

  • Largest fintech IPO in JSE history and the biggest new listing since 2018
  • Over 20 pieces of local and international media coverage, including Bloomberg, CNBC Africa and Business Day
  • More than 1.5 million digital impressions across owned and paid channels
  • Over 3.3 million website page views from high-value investor audiences across Africa and the Middle East
  • A flagship case study used by Standard Bank leadership to promote Africa as a global investment destination

CREDITS

Client/Brand: Standard Bank
Brand Representative (Client): Lesego Ngcamu, Busi Mabuza

Agency: M+C Saatchi Abel
Regional Agency Group: The Up & Up Group
Chief Creative Officer: Neo Mashego
Executive Creative Director: Rory MacRobert, Verona Meyer, Kursten Meyer
Creative Director: Muguette Crozier
Agency Art Director: Kiara Pandaram, Tshego Kwele
Account Manager: Akhona Makeleni, Adi Pollock
Writer: Zanele Kabane, Mikateko Makhubela

Client/Brand: Standard Bank
Brand Manager: Silindile Gabuza
CMO or Marketing Director: Gugu-lisa Zwane
Marketing Manager: Refilwe Magano

Agency: M+C Saatchi Abel
Regional Agency Group: M&C Saatchi Group
Executive Creative Director: Gordon Ray
Chief Creative Officer: Neo Mashigo
Creative Director: Muguette Crozier
Strategist: Makosha Maja-Rasethaba
Designer: Keenan Pillay
Account Management: Jessica Falconer, Melita Manser
Agency Art Director: Andy Ringrose, Martin Van Niekerk
Agency Managing Director: Faheem Chaudhry, Masego Motsogi
Producer: Bronwyn Henry
Writer: Gordon Ray, Mark Winkler

Film Production Company: Mogul Films
Film Director: Ernest Nkosi
Cinematography: Thomas Pretorius

Animation Company: Mushroom Media
Animator: Sarah Kwan

Editing Company: (Not an IDIDTHAT member)
Editor: Nick Gishen
Music Supervisor (licensed): Hannes Burger

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