RBA TVC’S RETIREMENT BENEFITS AUTHORITY:

Retirement Benefits Authority (RBA) is a regulatory body under the National Treasury, established under Retirement Benefits Act. The Retirement Benefits Act was enacted as part of the on-going reform process in the financial sector in order to bring the retirement benefits industry under a harmonized legislation, to address the many problems that have hitherto faced the industry.

THE CHALLENGE:

The scheme wanted to get attention from a number of people mostly the young ones, with the aim of increasing saving awareness and more importantly, convincing them the importance and advantages saving with a pension scheme comes with. This meant (in many cases) conducting a casting calls in order for us to make the right choice on the suitable candidates for the various TV Commercials. The talent had to be a person who people could relate with and are influential. Working with different schedules with people we were to interview was a bit heck tick but we adjusted well. All this took more time than expected. Convincing people to trust you with their money can be an extreme sport but we had to achieve aimed goal regardless.

THE SOLUTIONS:

Retirement Benefits Authority wasn’t as well known to most young people especially the students. So, we could have taken the approach of slowly building brand awareness. Instead, we decided a more confident and impactful approach would be to use people they have interacted with not directly, but feel familiar or closer with. People they have seen on their screens at home. To literally get them interested and on board with the idea we were trying to send home. This gave the perception of a well-established scheme that can be trusted, one that if customers didn’t know about then they felt that they really should!