"Overall, the positive contribution from the banks operations in markets outside South Africa fits in with core features of their strategies to diversify earnings geographically and strategically, as well as within their overall product mix, which we have commented on in recent periods. This diversification strategy across their franchises, regions and portfolios now makes a broader positive impact in the major banks results, and we expect this to continue going forward.” - Costa Natsas, Banking and Capital Markets Industry Leader for PwC Africa

The concept behind PURPOSE BANK is bringing the perception of family between the company workers and the consumers in turn creates a consumer experience in the production of the bank. Transparency with the bank's investments as most people think that when we deposit money in a bank one thinks it just sits in their banks in actual reality, peoples money without permission is used to fund companies which some people don’t have the same ethics and beliefs with. Corporate Social Responsible initiatives can lead to the betterment and the development in benefits to local and global communities which is encouraged by efficient use of resources in efforts to satisfy the expectations of stakeholders in a more transparent, efficient, and reliable manner.

The bank also takes a selective approach in the partnership with Sub-Organisations or Sub-Brands. Fair Trade Africa formulates preference in consumerism as it is a notable sub-segment of the target audience as it places significant value on responsible business practices. As a result, narrates a responsible business attitude in growth and rebuilding trust in the middle class with high-end products. Also, a silent approach with the selection of healthy role models that support the same initiatives and causes can be utilized in fortifying the brand as a whole.

Studies show that human and animal physiology are subjected to seasonal, lunar, and circadian rhythms as a result this Lunar Calendar is a multifunctional purpose such as alerting hospital staff and emergency units as several causes of cardiovascular and acute coronary events variceal hemorrhage to just mention a few correlate to moon phases. Furthermore, events associated with human behavior such as traffic accidents, crimes, and suicides show to be also influenced by the lunar calendar. This can be helpful for Police, Security Firms, and families with members who suffer from depression which results in suicidal tendencies to be on high alert as well. The Lunar Calendar also can predict the hormonal changes early in insects which can better insight to the farmer on the caring of their crops. 

“BANKING SHOULDN'T BE THIS COMPLICATED” is the name of my brand activation and Ad Campaign which will be introduced on the launch of Purpose Bank. The aim of the “BANKING SHOULDN'T BE THIS COMPLICATED” campaign is also to de-stigmatize the lack of understanding and rebuilding trust in the banking system and its terminology. The campaign takes an integrated approach in a signal narrative that is focal to all the demographics in the intended target audience. Hence the misspelled banking terminology as a lot of people don't understand the concept of student loans, investment, and pension fund. This is ideal for intended demographics as it is from the age group 13 upwards, from different gender, ethnic backgrounds, financial status, educational backgrounds who are familiarized to traditional and new forms of advertising platforms as well as big on social responsibilities, environmentally cautious and sustainability in doing business as a way of life.

The way consumers will interact with the brand is by first noticing the “Baking Made Easy” Ad Campaign which is in the form of print and social media advertising as my platforms.

The Print Ads for the campaign have been designed with a QR Code that takes users to your respective app store to download the application. The utilization of the QR Code is that people on the go can later follow up and read on what Purpose Bank offers in their free time.

In 2018 Social Media Landscape showed that Facebook has 16 Million companies with advertising brands, Brands utilizing social media to reach existing and potential customers is 97%, and Social Advertising brands finding value for money is 86%.

Instagram has with 3.8 Million companies advertising brands, brands utilising social media to reach existing and potential customers is 72% and Social Advertising brands finding value for money is 40%.

The app gives the consumer the whole aspect of a bank being an interactive app that allows you to access your details at your fingertips. The application allows you to donate money in supporting your cause with points earned by the purchasing of socially responsible products and services, make check deposits, pay bills, as well as scheduled payments and follow your savings via monthly fees in basic electronic statements. Also, the application allows you to follow Corporate Socially Responsible initiatives.

The app also takes a socially responsible stance as it's simple to use making it easy for digital immigrants to use familiarising, educating, and collaborate across boundaries, with a variety of people with the same cause. In return, digital natives focus and revitalize the existing resources and institutions.