Capitec Bank’s Song of Hope generated 28 million impressions across leading print and broadcast media outlets over a 20-week period. But more importantly, it created brand love for Capitec Bank, resulting in 58 607 new followers joining Capitec’s social channels. In addition, 589 301 new clients signed up during this 4-month period, in a time of no other marketing activities from the bank.

The Challenge

We wanted to create a song to unite South Africans in one of the hardest chapters in humanity’s history. We had a limited budget to do so, and we needed to execute the idea in a way that was absolutely fresh, genuine and empathetic. Creating a song at this scale was tricky, given lockdown, the prohibitive cost of data and access to quality WiFi. It’s not easy to record when all your artists are working remotely!

The Idea

We are a musical nation. Music is a medium that brings us together. So, we conceptualised a campaign that challenged four local artists to create a ‘Song of Hope’ that used lyrics crowdsourced from the South African public.

The Solution

Firstly, we incentivised South Africans to share lyrics for our song. Musician KO took to Twitter to encourage people to participate. Then once our artists had finished recording, we launched the song via a live-streamed event across all Capitec’s social platforms. This included a music video, behind the scenes footage and interviews with the artists. The music video combined photography the artists shot of themselves performing. We leveraged our artists’ social media following to amplify the campaign and we boosted reach by asking a further ten high-impact influencers to share the song on their channels. They encouraged their followers to participate in our #RainbowChallenge dance challenge to stand the chance to win a private virtual serenade session with one of our four artists – their pick! During the production period, we set up interviews and pushed out a captivating event poster on Facebook and YouTube. The song was available to download via Capitec’s social pages.

The Results

The co-created song was streamed over 81 000 times on SA’s top radio stations, beating artists with international appeal such as Black Coffee as well as local favourites, Cassper Nyovest. It quickly became the nation’s biggest hit, with media clamouring for interviews. “Song of Hope” entrenched a sense of solidarity, trended on Twitter for three days consecutively, and became South Africa’s favourite anthem as fans took to their socials and shared their best vocals and dance moves. The song went on to take the number one position on the Radiomonitor Top 100 SA Chart. We achieved 28-million impressions across leading print and broadcast media outlets over a 20-week period. But more importantly, the song created brand love for Capitec Bank, resulting in 58 607 new followers joining the Capitec social channels, with Twitter taking the lead with a 10% increase - 5% more than the business objective. In addition, 589 301 new clients signed up during this 4-month period, in a time of no other marketing activities from the bank.

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