One Rand Man was one of the biggest advertising campaigns to hit South Africa last year. In a country where many are saddled with serious debt, it resonated with many.
For the duration of the campaign, a middle-class South African man, with a solid job and in an apparently stable financial situation, was asked to give up his credit and debit cards for one month.
No ad to show here.
And with execution across digital and traditional channels, it received big media attention. It was also a winner at the Bookmarks Awards in February, netting a number of pixels for King James — the agency behind the campaign.
In fact, the whole thing was so successful that Sanlam intends to turn it into an educational documentary. And now, it looks like there are plans for a sequel.
Details are scarce at this stage, but if a new Twitter account is anything to go by, then it will see a family taking on the one rand challenge, rather than an individual.
In what some might see as a counter to criticism that the original One Rand Man was white and middle class and therefore didn’t reflect the lived reality of most South Africans, the one rand family appears to black.
July is #NationalSavingsMonth. Hold onto your wallets and watch this space for our bravest social experiment yet. pic.twitter.com/mfzOBRMwYX
— OneRandFamily (@onerandfamily) July 1, 2015
It’ll be interesting to see which of the lessons from the first campaign hold true this time around
