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.
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.
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.
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.
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.
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.
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.
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.
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