Around the world, banks already offer financial products uniquely tailored for women. It was with this in mind that Standard Bank took the leap to introduce the first female-focused credit card in South Africa – the MyCard credit card. This card would be aimed at new and existing middle-market female clientele between the ages of 25 and 45.
The trick with this campaign was to be able to effectively communicate Standard Bank’s understanding of the complex and multi-faceted needs of the independent woman without talking ‘down’ to her.
MyCard proposed to offer this new market a product of substance, a product that offered the convenience of a credit card, as well as a moment of zen in the busy life of the female consumer.
The MyCard competition encouraged women to go online and submit their MyCard moments, a moment of bliss and pampering they wished for themselves. The winner would then win R50 000 to make that dream come true.
