Sending Money from Ekasi to Ekhaya

Following the success of groundbreaking Standard Bank Edutainment Campaigns such as Wise Up Waya Waya and Halakasha, Creatrix worked closely with TBWA to produce a unique  interactive edutainment feature for Standard Bank’s money transfer offering. 

Sending Money from Ekasi to Ekhaya is a quirky soapie in 4 parts, flighted as a series of 4 minute shows on 6 ALS Stations over four weeks in November and December 2010. Various characters create and resolve the dilemma of sending money to each other without having a bank account.

The shows alternate throughout daily timeslots so that listeners have a chance to hear each soapie according to their individual listening preferences.  The campaign synergises with extensive on the ground activations to raise awareness, trial and trust by the target market who can relate to the characters and their circumstances.