When approaching the FNB Aspire launch we decided on a 2-phase approach: the first phase being the introduction to the new look of the cards, and the second phase would highlight the diversity of our customers and the fact that with FNB Aspire they get more value, more day-to-day benefits, and more rewards.

By understanding that our customers are building the future they aspire to and the roadmap to their destination is so unique, we showcased this through various customer personas.

Our strategic insight stemmed from the concept of ‘The Slash Generation’ – a generation comprised of a growing population choosing to follow an unconventional path, may it be in their career, hobbies, or life in general. They often juggle several different roles, at different times of the day, in order to still be able to work and pursue their passion to ultimately building a work/life balance.