To inform women about the facts that differentiate their financial needsfrom those of men and in so doing position Nedbank as the only bank which caters to those needs. A false book jacket was created based on one of the executions in thewomen's banking print campaign. The outside of the book jacket masqueradedas a self-help manual for men "Hey Mister You're The Best Man For The Job"complete with synopsis and critical acclaim on the back. The inside covercontained the campaign message which detailed the facts affecting a woman'sfinancial future. The book jackets where wrapped around custom made hardcover books with blank pages. The false books where distributed to variousbookstores and placed on the shelves of the women's interest section. Never before had a South African bank undertaken a campaign specificallytargeted at a female audience. It had a tricky job to do: demonstrate towomen that their financial needs are different to those of their malecounterparts. The print campaign did this by parodying 1950's self-helpbooks which convey outdated perceptions of women's roles. The media teamfelt there must be a tactical opportunity to reach the target audience bydrawing on the distinctiveness of the 1950's retro theme. We decided tomock-up one of the books we created for the print campaign and place copiesin the women's interest section of bookstores. The media team managed tosecure the necessary shelf-space in bookstores in shopping centres where the bank had a presence. Playing off the sensitivities of the target audience the success of this idea lay in the controversy it created. The false book boasted a shamelessly chauvinistic title: "Hey Mister You're The Best Man For the Job." You canimagine the disgust of many a female customer when she came across it in the women's interest section of her bookstore, nestled between "Who moved my cheese?" and "Harness Your Feminine Instinct To Climb The CorporateLadder." The false book proved to be an excellent red hearing immediately drawing the attention of female customers to the campaign message on theinside of the book jacket as well as acting as a primer for the printcampaign. Arresting and relevant, the false book did an excellent job inconveying the campaign message "Discover a bank that has a changed as much as you have."

Never before had a South African bank undertaken a campaign specificallytargeted at a female audience. It had a tricky job to do: demonstrate towomen that their financial needs are different to those of their malecounterparts. The print campaign did this by parodying 1950's self-helpbooks which convey outdated perceptions of women's roles. The media teamfelt there must be a tactical opportunity to reach the target audience bydrawing on the distinctiveness of the 1950's retro theme. We decided tomock-up one of the books we created for the print campaign and place copiesin the women's interest section of bookstores. The media team managed tosecure the necessary shelf-space in bookstores in shopping centres where the bank had a presence.