Nedbank’s latest campaign revolves around allowing customers to bank their time, and not just their money. This is based on the concept that time is more valuable than money.

The campaign is initiated by a film shot by Greg Gray of Romance Films. The story depicts an elderly man looking back at his younger self missing out on some key moments in his life. He watches his youth unfold in front of him and admits that if he could go back, he would spend more time doing the things that really matter.

Nedbank, together with Joe Public Johannesburg and Joe Public Durban, collaborated on a fully integrated campaign, which has a digital commerce platform at its heart, allowing consumers to turn saved time into a currency.

“We are proud of how smart our digital offerings are, allowing people to save time. This campaign encourages you to do the things you don’t usually have the time to do,” says Khensani Nobanda, a group executive at Nedbank.

Executive creative director at Joe Public Johannesburg, Martin Schlumpf, adds, “We’re grateful to have such a brave client. It is not often that you will hear a bank tell people that time is more valuable than money, and that you should spend it wisely.”

The mechanic behind the ‘Bank Your Time by Nedbank’ campaign is to drive people to use Nedbank’s innovative digital products and start saving time – ranging from opening an investment account to applying for a credit card.

The campaign has been further amplified on social media platforms, giving all South Africans the opportunity to #SeeMoneyDifferently.