Coronation is one of South Africa’s largest fund managers and has worked its ass off to beat the market since inception 30 years ago. But there's a new challenge: the millennial and Gen Z. They don’t do brands, don’t wear em’, happy to troll em’ and they definitely don’t trust em’.
But one thing is for sure: the line between work, home and play has become blurred for this generation. So, we created an integrated campaign to show them we understand just how much work goes into earning their money and that we won’t stop making their money work just as hard as they do.
We put out content that they could 100% identity with. From Youtube, Facebook, Instagram, digital radio and rich media banners to traditional channels and activations.
It all led to a website made specifically for this market, with articles that didn’t require you to have an under grad in finance.
Then, finally, we removed and repurposed any financial jargon and got them comfortable enough to sign up and choose a fund.
