This direct marketing pack for Nedbank personal loans was aimed at a specific target market - clients who had previously taken a personal loan. The key positioning, Make more great memories happen, reminded recipients of the previous positive experiences and memories made thanks to this critical financial boost.
The 'memories' represented through the images illustrated responsible ways a loan could be put to use to reinforce good financial behaviour and spending, such as funding your child's education. The thought of 'sharing memories', encapsulated in the copy, was also meant to encourage people to talk about the things they have achieved with their loans.
To bring the DM pack into the social media age, so to speak, the graphic execution referenced the most common ways in which people currently choose to share memories, namely their cellphones and social media platforms.