Case Study · OM Bank
“A new bank that’s as clever with your money as you are.”
Large-format building wrap · Gqeberha, South Africa
Campaign Overview
Banking made visible.
At scale.
OM Bank — the banking arm of Old Mutual — launched in South Africa as a fully digital bank built around a single promise: smart, affordable banking accessible to every South African through an app. No branches. No queues. Just download and go.
For a brand entering a crowded market dominated by legacy institutions, the challenge was not product. It was awareness. South Africans needed to know OM Bank existed, understand what it stood for, and be prompted to act.
Busakwe Advertising delivered that awareness through one of the most striking OOH placements in the Eastern Cape: a full-building wrap on a high-visibility industrial building situated at the intersection of multiple arterial routes in Gqeberha, seen from the road, from above, and from hundreds of metres in every direction.
Campaign Details
Building-scale
Format
3 arterials
Simultaneous visibility
1 million
Customers in year one
1 site
Maximum impact
Campaign Outcome
1M+
South Africans chose OM Bank within the first year of launch
1 yr
Time to reach 1 million customers, described by OM Bank as "a milestone we're incredibly proud of"
#Bank Clever
The brand platform that defined the campaign. And it stuck.
Source: OM Bank LinkedIn, 1 million customers milestone announcement.
The Brief
A new bank needs
an unmissable entrance.
OM Bank entered the South African banking market with a clear strategic position: digital-first, fee-conscious, and built for people who want their money working as hard as they do. The brand was new. The product was strong. But in a country where banking relationships are decades old, awareness was everything.
The campaign brief was direct: drive awareness of OM Bank's existence and generate app downloads. The creative, bold, clean, and confident, carried a single proposition and a single call to action. "Join Now." The job of the media was to make that message impossible to ignore.
Busakwe Advertising identified a large-format building facade in Gqeberha with exceptional multi-directional visibility, a site that turns heads from the N2 corridor, from Markman Industrial, and from approaching traffic at one of the city's busiest intersections. The full building wrap format meant OM Bank didn't just advertise. They owned the skyline.
The Insight
“A new bank doesn’t need to whisper its way into market. It needs to arrive. One building, visible from three roads at once, is not a billboard placement. It’s a statement of intent.”
Why It Worked
Scale that earns
a second look.
01
Unmissable format
A full building wrap at this scale cannot be scrolled past, muted, or blocked. It exists in the physical world. Permanent, unavoidable, and seen by every commuter, truck driver, and pedestrian passing through one of Gqeberha's busiest industrial corridors.
02
Multi-directional reach
The site's position at an arterial intersection means a single installation delivers impressions from multiple approach angles simultaneously. The aerial photography confirms the wrap is clearly legible from the N2, from Markman Industrial Road, and from the surrounding residential approach.
03
Creative built for distance
OM Bank's campaign creative — large sans-serif type, high-contrast mint green, a single bold proposition — was designed to communicate at speed and distance. At building scale, it reads in under two seconds from 200 metres. The QR-free, app-store-icon CTA was deliberate: memory over immediate action.
About OM Bank
The bank you’ve been asking for.
OM Bank is Old Mutual's fully digital banking offering — a Personal Account, Savings Account, and Credit Card accessible entirely through the OM Bank app. Built on zero-trust security principles with biometric verification, goal-based savings tools, and real-time spending analysis, it is designed for South Africans who want more from their bank without paying more for it.
Available on iOS, Android, and Huawei AppGallery. Join at ombank.co.za
Next steps