How do you, as the only bank involved in local football, use the sport to encourage South Africa to make better money choices?
In South Africa, talking about money is viewed as a taboo topic. There is also a perception that footballers don’t manage money well.
We thus explored how we could reach fans with our message where they were already engaged, on their own terms and in ways that would excite them.
Knowing that fans are very interested in the personality behind their favorite players, we developed Nedbank Reality Football for the 2022 edition of the Nedbank Cup to achieve this.
Reality Football took the form of a series of discussions with local legends of football and unpacked the true stories behind their money choices – both good and bad. These discussions aimed at using our audience’s passion for football and their desire to learn more about their heroes to open their minds to discussing money management.
Brian Mathe hosted the interviews with South African Football Legends including Siphiwe Tshabalala; Teko Modise; Mark Williams; Jerry Sihkosana; Doctor Khumalo and Reneilwe Letsholonyane.
The conversations were published to Nedbank’s new financial education platform, MoneyEDGE, in the aim of driving people to the site and also published on News24 online podcasts.
The series was teased on social and through traditional PR tactics with the most newsworthy element of each interview used to craft long and short form content directing the viewer to access each of the full interviews on Nedbank MoneyEDGE.
270 unpaid news pieces
86.5K views on the MoneyEDGE site
141.5K Organic social engagements
