South Africans are some of the worst savers in the world. Household debt averages 75% of their after tax income. So we asked the question. What if we cut someone off from all their credit facilities to make them reconnect with their money? So at the beginning of National Savings Month, we created The One Rand Man, a man who had to pay for everything in R1 coins. The full integrated campaign that followed his day to day spending and learnings plus massive media interest made sure everyone had heard the One Rand Man’s story.

A teaser film and 5 weekly webisodes were filmed and released. Experts weighed in on his trials and tribulations after each episode. Pre-roll and banner ads were created and social media posted his day to day spending and learnings. All content and social media were aggregated onto a dedicated Stackla page, allowing South Africans to follow, talk about and share his journey at any time. South Africa’s biggest financial newspaper provided independent third party content plus massive media interest made sure everyone had heard the One Rand Man’s story.

74 million+ media impressions

R41 million in earned media (PR value 3:1)

900,000 + video views

Ranked #1 YouTube South Africa Views in July