M&C Saatchi Abel and 10X Investments’ #StopDaylightRobbery campaign was awarded a bronze award in the Change category at the 2018 Apex Awards, which took place on 16 July 2018 at the Sandton Convention Centre.
The Apex Awards place significance on creative effectiveness. An award is afforded to entrants who demonstrate success in both strategic and creative spheres of a campaign. The awards are a testament to creativity’s power to affect a business’s bottom line, with winners being able to directly correlate campaign success to commercial client results.
As a challenger financial services firm, 10X Investments’ effort to creating awareness in an industry that sees them largely outspent by competitors was lauded. The content-led campaign used nothing more than a simple, but immensely impactful, video series to show, rather than tell, what was happening to people’s investments in a manner they could relate to. The result was a 228% year-on-year increase in brand awareness and a 55% decrease in cost per client acquisition.
CEO of 10X Investments Steven Nathan noted, ‘At 10X we are building something that customers will love to buy, not something brokers will love to sell.’
South Africans responded positively to 10X’s message and the brand’s partnership with M&C Saatchi Abel Cape Town. Their bold creative thinking led to strong brand awareness and tangible company growth, making 10X Investment’s first Apex Award win well deserved.
Founding Partner and Head of Strategy at M&C Saatchi Abel, Robert Grace said, ‘As an agency, we strive to create beautifully simple solutions in an increasingly complex world. 10X, being a challenger brand, allowed us the opportunity to bring this to life using robust thinking and brutal simplicity to highlight the message in a lighthearted, impactful and honest way. We’re really pleased with not only the creative but the effect that the campaign has had on their bottom line.’
M&C SAATCHI ABEL