NEDBANK INTERNATIONAL POLO: #NEWNOBILITY

Polo appeals to a high-end image-conscious group looking for access to exclusive events. This audience is looking for something different and is open to opportunities to contribute to philanthropic initiatives when made simple for them.

In a first-of-its-kind polo event, we created positive change by making a prestigious sports event one of giving. Ultimately, bringing to life Nedbank’s brand essence of ‘Money Experts Who Do Good’.

With the concept #NewNobility, we set out to change the traditional definition of ‘nobility’ from a title to a virtue. Using the Nedbank International Polo event, we invited current and prospective clients to ‘be noble’ and do good by giving selected businesses a leg up.

We started the campaign by engaging influencers, as well as current and prospective clients. We sent them beautifully designed packs containing an informative and customised polo book and used a seamless digital RSVP experience.

Social media and digital programmatic drove education and awareness around the polo event, the sport and the #NewNobility initiative. The campaign was further enhanced through influencer and PR content that drove #NewNobility messaging and promoted the selected small businesses.

The focus at the event was to provide Nedbank guests with an exclusive experience that made them feel like they were the ‘New Nobles’. The Nedbank marquee provided attendees with a rich experience that included multiple photo opportunities, a runway-like entrance, a viewing deck, DJ decks, bars and a high tea table. As part of #NewNobility campaign, eight selected entrepreneurs had the opportunity to showcase their businesses during the build-up and inside the Polo Room on the day of the sports event.

+R5M Total Coverage Value (AVE)

808k Total Social Media Reach from Influencer Marketing activity

R130K Total Entrepreneur revenue generated from event involvement