Nedbank is a powerful force within the local banking sector, offering tailor-made packages to the full spectrum of South African society.

Our Role

  • UI
  • UX
  • CD

The Client

With such a broad client base, Nedbank chose to introduce a decentralised marketing model. This allowed for its (over) 40 business units to each be allocated one Big Cheese marketing manager.

Browse the 40 business units

The unit's brand interactions and communications could be tailored, creating messages and products that would appeal and cater to specific segments of the Nedbank family.

The Challenge

Partnering with Nedbank on this project challenged Amorphous to plan out a new approach for the most efficient and effective way to communicate with the various Nedbank business units.

We were tasked with providing digital marketing and advertising services as well as support to the numerous business units that comprise Nedbank. We focused on using strategy and technology to reach right into the heart of each business unit's best practice for communication.

The challenge became most apparent when taking into account branding across retail, wholesale and capital units. Amorphous had to make sure that each unit had an individual voice that still fit in with the central Nedbank conversation.

The challenge became most apparent when taking into account branding across retail, wholesale and capital branding units. Amorphous had to make sure that the each unit had an individual voice that still fit in with the central Nedbank conversation.

The Solution

When approaching this project, Amorphous' top-of-mind tasks were to develop all digital campaign communication strategies while also creating a long-term annual strategy. Working closely with the group marketing managers who headed up the various business units, Amorphous got to practise its play nice skills to create the most effective strategies of communication.

WORKSMART

DATA PROVIDERS

RELATIONSHIP
MANAGEMENT

EMAIL

MEASUREMENT

DATABASE

WORKSMART

  • DATA PROVIDERS
  • RELATIONSHIP MANAGEMENT
  • EMAIL
  • MEASUREMENT
  • DATABASE

To deal with the massive number of units that comprise Nedbank's portfolio, Amorphous went in at a micro and macro level.

On the macro side, Amorphous created Enter – Worksmart, a content management system to rival all content management systems. It was used by all business units across the banking website.

On the micro level we created additional niche systems to deal with email marketing and event promotions.

To deal with the massive number of units that comprise Nedbank's portfolio Amorphous went in at a micro and a macro level. On the macro side, Amorphous created a content management system to rival all content management systems.

Enter - Worksmart , used as CMS for all business units across the entire banking website. On the micro level we created more niche systems to deal with email marketing and event promotions.

We <3 Techno



At Amorphous we love technology and this project gave us the opportunity to pit our skills up against a potentially complicated tall order from Nedbank.

Luckily our inner geek could be unleashed on this project to counter all kinds of pesky industry-related red tape. For instance, banking being as heavily regulated as it is, often requires extra measures for full compliance. When these kinds of issues arose, our access to customer relationship management software, email and database messaging often provided the clincher in sealing the deal for being good and legally sound.

Hey - we did other great things too!

Along with our technology mastery, we applied a measured and sound service approach to make sure all aspects of management were covered. Nedbank's different goals necessitated different approaches and lead to the creation of 3 distinct service paradigms.

1. Project flow:
Amorphous served up its combined digital experience and know-how to any new Nedbank idea that progressed into a project. A team comprising of a digital strategist, business analyst, creative, user experience lead, technical lead, client service team and project manager were on call and ready to be mobilised at the drop of a Nedbank hat.

2. Maintenance:
 Amorphous was ready to roll with agile and responsive reactions to make sure all Nedbank systems and platforms were kept bright, shiny and up to date.

3. Crisis management:
Of course we expect the best but were prepared for the worst and when the worst is prepared for, nothing cannot be contained or righted. The spectres of illegal hacks or system failure were all addressed with exhaustive contingency plans, which were custom-made to take the severity of the problem as well as the necessary response times into consideration.

Finished en Klaar - The result

This project was no walk in the park but the level of complexity involved pushed Amorphous to new levels of design, technical and organisational excellence. Amorphous gave Nedbank the back end of legends that allowed for the co-ordination and maintenance of brand consistency across 40 separate and unique business units culminating in individual voice, messaging and way of operating while still staying in line with the Big Daddy Nedbank brand pillars.

Co-ordination and maintenance of brand consistency

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STEERS

South Africa's award-winning, leading burger brand has been dishing out 100% pure beef, flame-grilled burgers for almost 50 years.

Want to work with us?

Amorphous New Media

3rd floor
One Bompas
1 Bompas Road
Dunkeld West
Johannesburg

+27 11 380 6500
info@amorphous.net




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