“Building a new brand like Capitec requires establishing stature, trust and credibility. It also means that the bank needs to be represented in a unique way in order to stand out from the four traditional banks who dominate the market and the communication airwaves.

As a bank, we’re striving to improve our simplified service to ensure all communication, fee structures and pricing is in plain language that is easy to understand. Radio helps us to deliver greater detail on the product offer and enables discussion with participants that’s necessary to ensure understanding.

The delivery of concepts to consumers via radio, where they can use their imagination in a way which is directly connected to the core feature or value of a brand, works very well. It clarifies the feature and ensures recall of the message. Radio is the perfect fit for the message that we want to get across to our market”.

Riaan Stassen

CEO, Capitec Bank