The Situation:
In South Africa, it is estimated that over 80% of the population does not have a legal will in place. As bank that believes in seeing money differently, Nedbank wanted to change this and inspire South Africa to see wills differently. The goal was simple, to ultimately increase the number of South Africans with a will in place by reminding them that we all have something valuable to leave behind.
The Idea:
The Nedbank Good Will – A world-first video will allowing South Africans to keep their memories alive and leave something behind in a way that only they can. Through story. A story like where your family came from. Or your advice, guidance, and wishes for their future. Sing a song. Read a poem. Leave them more dad jokes or those embarrassing impressions.
The Execution:
We introduced South Africa’s first will that enabled everyone to leave behind more than just assets. The Nedbank Good Will allowed customers to create a video sharing life memories, experiences, stories, or lessons with their loved ones
in the event of their passing. Free to all customers, the Nedbank Good Will video could be easily uploaded and securely stored through the Nedbank Wills and Trust Services page online, ensuring cherished messages were preserved for their families. Through this campaign, Nedbank inspired South Africans to see wills differently, leading to 700,000 sign-ups for real wills in the first month.
Booths mockup
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