The unprecedented success of Cross Colours' First National Bank HomeLoans 2002 campaign, which involved the building of a branded sandcastle on the beach in Plettenburg Bay, has lead to the financial institution commissioning a follow-up project for 2003.
Last year, Cross Colours raised the profile of First National Bank HomeLoans over the holiday season with the biggest sandcastle ever built in South Africa. The agency conceptualised the theme of 'Your Home is your Castle' and received mass media exposure.
In December this year, a fantasy sandcastle is once again being created by three renowned, international sculptors on Camps Bay beach under the theme of 'Sandcastle Fantastica'.
Comments Cross Colours' Craig Wapnick, the writer behind the idea, "This project once again highlights what is creatively possible when building awareness of a brand or product. It emphasises that it is possible to bring two seemingly opposing entities together, such as the beach and a financial institution. The beach is where the target market will be, in a relaxed and receptive mood and therefore, First National Bank HomeLoans has to go where they are, and make a lasting impression."
Positioned between the Atlantic Ocean and Table Mountain, the castle will be a visual spectacle. 'Sandcastle Fantastica, Your Home is Your Castle' will tie in with First National Bank HomeLoans' ability to turn homeowners' dreams into reality - whether they are first time home owners or current homeowners extending their families.
Cross Colours is known for their visionary, strategic input, cutting-edge ideas and their pursuit of differentiation, which made them the obvious choice for First National Bank HomeLoans' 2002 project. This year they are hoping to reach a slightly different and larger target market, while notching-up the scale of the campaign.
