NEDBANK #RUN4AVOS

We were asked to convince Nedbank’s massive running community (through the Nedbank Running Club) to trial and adopt the Avo SuperShop (a Nedbank owned digital marketplace).

While Avo is owned by Nedbank, it’s not Nedbank – Avo gives license to be more playful.

So, we decided to show our target audience that we can be real by urging them to laugh at us and themselves off the back of a universal running truth:

Rhinos, parks, vitality; runners are all too ready to run for a cause, often jumping on a cause bandwagon.

We challenged the audience to run to earn an Avo SuperShop voucher through a Strava Challenge hosted by the Nedbank Running Club.

A satirical mockumentary promoted the challenge, introducing our audience to Jerry. Jerry (a fictional character) is so conditioned by running for a cause that he immediately assumes #Run4Avos exists to save the avocado.

Ultimately Jerry discovers that this is not about saving fruit (obviously). He then became our ‘campaign ambassador’ – deciding that running for personal benefit is a cause worth getting behind anyway – promoting the #Run4Avos challenge.

We introduced Jerry’s story to the masses through a scripted live interview in partnership with The Morning Show on e.tv.

He then became our go-to spokesperson for media and joined Nedbank Running Club time trials around SA in his Avo suit to urge members to participate.

+22K participations
4.9K Avo SuperShop vouchers delivered to runners
2X national twitter trends for #Run4Avos