To launch Nedbank’s, one of South Africa’s leading financial institutions, new positioning “See Money Differently”, and its philosophy of “money well managed can make a real difference”, the bank had to find an opportunity to own money in every sense of the word - as no one has claimed it before.

Each South African banknote, collectively worth around R72 billion, was turned into a unique media space for Nedbank.

Using Shazam’s visual recognition functionality, people could unlock real life content about South Africans who saw their money differently to get where they are today. Low bandwidth experiences were created for people with limited data access where high end film stories were created for people with access to unlimited data.

The R10 and R100 were embedded with different audio experiences, where the R50 & R200 told animation-based stories. The R20 was embedded with a high-end film about how Richard Maponya started his retail empire.

Each experience led to content that included useful money-saving tools, tips & practical small business advice.

The campaign was embraced and shared, spreading the knowledge.

Ultimately turning the bank notes that were already in peoples’ hands, into educational tools that helped improve their lives.

• 280 000 bank notes Shazamed

• 3.3 Million people engaged with the campaign.

• $3.2 million in earned media