Launch and position FNB Easy Plan as the only bank that offers the lowest banking fees in the middle to lower segment of the banking market.

First National Bank needed to arrest the gradual slide in market share and account attrition.


Branch layout design, branch imaging and development of marketing collateral for road shows and brand activations across South Africa.


The division exceeded set targets in a relatively short space of time.

The campaign strategy and imagery helped establish FNB Easy Plan and grow the popularity of First National Bank between 2010 and 2013.

First National Bank (FNB) was voted best banking brand for 3 years running and attracted over 1 million customers, growing its client base by over 40%, while competing banks experienced a decline in customer numbers.

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