To create awareness around Bidvest Bank’s suite of business banking services, House of Brave has created a humourous TV campaign determined to stand out in the financial services industry.
As a bank that started from a successful business, what strategically sets Bidvest Bank’s Business Banking apart from any other, is its personal, indepth knowledge and insight into what it takes to run a business.
Rob van Rooyen, Director of Strategy, House of Brave, says: “Bidvest Bank is not just a bank, it’s a business. It was born out of one of South Africa’s most successful businesses, the Bidvest Group. It therefore offers products, services, and expertise it knows a business needs, rather than thinks it needs”.
Jodi Raviv, Bidvest Bank Executive: Marketing & Communications, says: “Over time we have learnt that business banking extends far beyond a transactional account. In today’s entrepreneur-empowered economy, banks need to do more than just provide a bank account, they need to truly understand their customers and their businesses in order to provide real value and solutions to meet their needs”.
This strategic differentiator informed the creative idea, which is based on the premise that the best results are achieved when you leave it to the experts. This led to a series of three fun TV executions, namely: the golfer who takes tips from a plumber; the woman who relies on a surgeon to fit her window frame; and the patient who has root canal treatement performed by a construction worker.
Executive Creative Director, House of Brave, Vanessa Pearson, says: “Bidvest Bank Business Banking offers business banking with a personal touch. To highlight this, we decided to adopt an authentic, light-hearted approach and used tongue-in-cheek humour to deliver a very pertinent message”.
Understanding that comedy is a serious business, House of Brave called upon the expert in the field, Director, Bevan Cullinan, and the team at Picture Tree to make the ads even more memorable.
“These ads are based on a human truth,” says Vanessa Pearson. “You may be an expert at something. But you’re not always the best person for a given job. And if businesses are looking for the best bank to partner with their business, they should do their business banking with the bank that was born out of business”.
Bidvest Bank – Golf from Picture Tree on Vimeo.
Bidvest Bank – Dentist from Picture Tree on Vimeo.
Bidvest Bank – Window from Picture Tree on Vimeo.
About Bidvest Bank
Bidvest Bank is an entrepreneurial bank that was born to change the way people and businesses view financial solutions. We differentiate ourselves from our competitors in the way in which we service and look after our customers.
As both a South African bank and a subsidiary of The Bidvest Group Limited, Bidvest Bank is a dynamic business that seeks opportunities and market gaps that ‘traditional’ banking often neglects or ignores. We abide by legislation without ever letting processes, resources or systems restrict us from satisfying our customers.
Moody’s Investor Services has acknowledged our efforts to diversify our income, and in June 2017, upgraded Bidvest Bank to Aa2.za/P-1.za with a negative outlook. This makes us the highest-rated among South Africa’s second-tier banks.
Bidvest Bank is a level 3 B-BBEE contributor.
Bidvest Bank Business Banking focuses on offering Transactional Banking, Merchant Services, Foreign Exchange and Asset-based Finance solutions.
