Steve from Beep Bank makes a return for Momentum LifeReturns
Nontokozo Madonsela, Chief Marketing Officer at Momentum Metropolitan Holdings, explores the idea that advertising should embrace inspiration to shape the public consciousness.
In today's world, inundated with information and innovation, advertising has emerged as a potent tool for captivating, informing, and persuading mass audiences. In the quest to stand out in a crowded marketplace, creativity has become the most formidable weapon for brands.
Think about the timeless campaigns that have left a mark on South Africa's collective memory. We all remember 'Ama-glug-glug,' 'Yebo Gogo,' 'Raj 1 and Raj 2,' and the unforgettable slogan 'It’s not inside, it’s on top.’
These creative endeavours may have initially been created to sell products, but they accomplished much more. They became ingrained in the public consciousness, woven into the rich tapestry of South African culture. When these campaigns conclude, do the characters and ideas behind them truly deserve to fade into insignificance? Shouldn’t they serve as sources of inspiration, ready to be reimagined by a new generation of creatives?
I firmly believe they not only can but should. That’s why Momentum made the decision to resurrect and transform Steve from ‘Beep Bank,’ reintroducing him as Smart Steve. Yes, he was another brand's character, but he was so beloved that we felt his story couldn't end there. Steve needed redemption. He was an endearing and effective call center agent and South Africa missed him. Our Momentum Life Insurance LifeReturns® marketing campaign brought Steve out of hiding, and it was all inspired by another brand's creative success.
The power of Momentum LifeReturns®
In our endeavour to revitalise Smart Steve, we showcased our groundbreaking smartphone screening technology that enables our new life insurance discounts, known as Momentum LifeReturns®. This technology is designed to offer swift, intelligent, and personalised premium discounts to our clients. LifeReturns® discounts are initiated through an initial digital smartphone screening process, driven by purpose-built and highly accurate in-app screening technology. This screening process involves state-of-the-art biometric facial scanning and a series of mandatory questions, ensuring that the discount percentage aligns with each individual's profile.
This initial screening, conducted with the assistance of a financial adviser, guarantees a tailored life insurance discount of up to 35%. All that's required is to complete the screening on your smartphone by following a link provided by SMS. With LifeReturns®, we provide more discounts to more clients.
The rationale of the Smart Steve campaign
The foundation of our Smart Steve campaign is rooted in the transformative power of inspiration. We believe that advertising should not only captivate but also breathe new life into beloved characters, even if they originate from other brands.
In the case of Smart Steve, once a charming yet somewhat clueless figure from 'Beep Bank,' he has been reimagined to embody the smart, attainable innovation that is Momentum Life Insurance's LifeReturns®. This falls directly in line with Momentum's maverick spirit, but we wanted the ad to be fun and memorable without disrespecting the source of our inspiration.
Drawing inspiration from iconic symbols or characters is a testament to the enduring impact of creativity in advertising. By revitalising Steve from 'Beep Bank' through our LifeReturns® campaign, we celebrate the art of storytelling and the ability of advertising to shape the public consciousness. Just as folklore and popular culture endure and evolve, advertising can create a lasting connection with the public.
The fusion of creativity, inspiration, and advertising serves as a catalyst for cultural evolution. It allows iconic characters to continue serving a purpose, bridging the gap between the past and the present while providing fresh perspectives for the future. We shouldn’t let iconic characters fade away into nothing. What is no longer useful to one brand can be useful to another – and so the character can live on.
As an advertiser and marketer at heart, I urge you all to be bold and embrace the transformative power of inspiration, as we have done with Smart Steve and our Momentum LifeReturns® campaign. That's how we shape the public consciousness.
