Nedbank Bigger Picture campaign

2020 – the year of fake news. No better time to land Nedbank Business Banking’s proposition “See the bigger picture” and give readers a more holistic view of what was really going on around them.

So we partnered with SA’s most trusted news source, News 24, and devised a real-time, tactical campaign that would give a bigger picture behind breaking business news stories.

We set up a round-the-clock newsroom of journalists, designers, copywriters, and analysts so that as stories broke, we wrote customised news headlines that were tactically placed as news articles directly under the relevant stories.

These clicked through to our hub on News24 where readers could read how that specific news article showed the wider business impact across other industries.

The hub could also be accessed through tactical banners within news articles and tactical social posts on News24’s pages.

Results:
15 minutes average time spent on the hub
93 866 visits to our articles
145 tailored article headlines
33 million content cards served

Awards for this campaign:
2021 Bookmarks – Bronze Excellence in Craft – Digital Content Marketing
2021 WAN-IFRA Digital Media – Winner Best Native Advertising