Restless Spirits – Investec

Challenge

The UK banking landscape was fairly black and white. McBanking for the masses or private banking for the squillionaires. Each a sea of sameness as far as products and services were concerned.

Enter Investec: a challenger private bank from South Africa disrupting the UK’s high net worth banking market with products and services designed to help the entrepreneurially-minded fulfil their ambitions. But whilst people knew Investec’s zebra icon, what it stood for wasn’t clear.

Solution

To connect with our audience externally, we curated restless-spirited ambassadors; accessible entrepreneurs doing extraordinary things, captured in a world of modern aspiration. They asked questions only restless spirits would relate to. And, if they got the questions, Investec would be a private bank that got them.

But because only 5% of people change their bank account each year, we became utterly restless-spirited in creating compelling, ongoing engagement with them. We curated a programme of content and events, ‘The STAND’, which challenged perceptions and conventions on topics that our audience were interested in. All seamlessly integrated and carefully building a high net worth relationship.

RESULTS

The results have been far from ordinary. 24% greater recall of communications than the market leader on less than half the budget. Overall awareness of Investec Private Bank has risen by 20% and hundreds of millions of pounds of business has already been generated.