New FNB advertising campaign encourages digital banking

FNB logoFNB today announced the launch of its latest marketing campaign to encourage digital banking via its innovative platforms. The campaign revolves around the concept of time and cost saving when banking digitally.


“We pride ourselves on having South Africa’s best digital banking platforms*,” says Faye Mfikwe, FNB Chief Marketing Officer. “We are a bank of digital  “firsts” from our Online Banking, to the launch of SA’s first banking application for smartphones, to the sale of over 285 000 smart devices.”


FNB has leveraged its position in digital banking by creating platforms that solve for its customer’s angst across the spectrum of the market. These platforms include the FNB Banking App, Online Banking and Cellphone Banking.


“We understand our customer’s lifestyle and the everyday admin that comes with it, whether this is a business banking customer or a retail customer,” says Mfikwe. “We also understand that everyday admin isn’t always around banking; that is why we consider ourselves to be an enabler and provide solutions outside of the traditional banking sphere such as paying traffic fines digitally or registering a company with CIPC.”


The campaign is running nationally on TV, billboards, radio and digital media.


The TV advert focuses on real people going about their everyday lives and highlights minor frustrations that take up time such as leaving your wallet in a taxi, spilling a cappuccino in your lap, looking for your car in an underground garage or failing to get a tie right in the morning.


“The adverts are light-hearted and ordinary South Africans will identify with the small nuances that form part of daily life,” adds Mfikwe. “We wanted to show that FNB understands that life happens and that through our digital platforms, banking shouldn’t add to these situations but be easy and hassle free.”


This campaign is in line with FNB’s strategy to migrate customers to digital platforms. The bank as a whole continues to see significant traction in the migrating of its customer base onto its electronic channels with the banking app up over 69%, online up over 15%, and mobile over 25% in the last financial year. There was no growth in cash handling over the same period, reinforcing the shift from cash to digital.


“Our digital migration strategy is long standing and we have seen a positive uptake over the years as customers realise the benefit of the low cost and convenience of banking digitally. We hope that this campaign will reinforce these messages of saving time and cost and encourage those who aren’t convinced, to switch to banking digitally with FNB,” concludes Mfikwe.