A social media campaign that celebrated the 30th anniversary of the inception of financial services specialsts, Fedgroup.
As a challenger brand, Fedgroup has been disrupting the financial services status quo for the past three decades. As they turned thirty, their goal was to remind South Africa of that fact: that they are a consumer champion; unafraid to tackle the inefficiencies of their contemporaries; who asks the big questions.
The campaign was headline driven and used rhetorical questions to position Fedgroup earnestly: as the one financial services specialist who dares to ask, 'why'.
Our headline design incorporated staves on a timeline (implying milestones) that underpinned key words in our comms. Additionally, each post was qualified with, '30 years of asking why', and our stance on the question posed (which was imbedded in post copy).
