Nedbank is a powerful force within the local banking sector, offering tailor-made packages to the full spectrum of South African Society.
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 thereby be tailored, creating messages and products that would appeal and cater to specific segments of the Nedbank family.
The digital transformation 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 practise for communication.
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 – bespoke content management system
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 and marketing managers who headed up the various business units, Amorphous got to practice its play nice skills to create the most effective strategies of communication. All digital campaign communication strategies while also creating a long term annual strategy.
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.
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 CRM, 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.
Project flow & strategy
Amorphous served up its combined digital experience and know how to any new Nedbank idea that progressed into a project. A team comprised of a digital strategist, business analyst, a creative, user experience lead, a technical lead, a client service team and a 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.
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 spectre of illegal hacks or system failure were all addressed with exhaustive contingency plans which were cutom-made to take the severity of the problem as well as the necessary response times into consideration.
The banking technology 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.