NEDBANK IN PARTNERSHIP WITH GIBS
The Force of Happiness
The "Airport Dominance" project by Nedbank, launched in December 2023, aimed to showcase the bank's identity at OR Tambo International Airport and provide value to clients.
The project focused on creating a relevant and utilitarian experience at the Domestic Terminal, introducing "The Force of Happiness", South Africa's largest happiness survey.
The disruptive launch included physical activations at OR Tambo, an online survey, and a strategic partnership with GIBS, engaging travellers and aligning Nedbank with the pursuit of happiness.
How might we showcase what Nedbank is about in a prime location at OR Tambo while bringing value to our clients?
OPPORTUNITY STATEMENT
PROJECT SUMMARY
OBJECTIVES
To create a high-utility and relevant experience that brings our brand promise to life for travelers at OR Tambo International Airport’s Domestic Terminal.
SOLUTION
The Force of Happiness – South Africa’s Biggest Happiness Survey
A data-driven activation promoting key consumer products.
A case study and awards entry on innovative engagement strategies.
A comprehensive data-led academic study on happiness.
ROLE: SERVICE DESIGNER, CX/UX SPECIALIST
PROJECT DATE: 2023
CLIENT: NEDBANK
PROJECT STATUS: COMPLETE
NEDBANK IN PARTNERSHIP WITH GIBS
The Force of Happiness
The "Airport Dominance" project by Nedbank, launched in December 2023, aimed to showcase the bank's identity at OR Tambo International Airport and provide value to clients.
The project focused on creating a relevant and utilitarian experience at the Domestic Terminal, introducing "The Force of Happiness", South Africa's largest happiness survey.
The disruptive launch included physical activations at OR Tambo, an online survey, and a strategic partnership with GIBS, engaging travellers and aligning Nedbank with the pursuit of happiness.
How might we showcase what Nedbank is about in a prime location at OR Tambo while bringing value to our clients?
OPPORTUNITY STATEMENT
PROJECT SUMMARY
OBJECTIVES
To create a high-utility and relevant experience that brings our brand promise to life for travelers at OR Tambo International Airport’s Domestic Terminal.
SOLUTION
The Force of Happiness – South Africa’s Biggest Happiness Survey
A data-driven activation promoting key consumer products.
A case study and awards entry on innovative engagement strategies.
A comprehensive data-led academic study on happiness.
ROLE: SERVICE DESIGNER, CX/UX SPECIALIST
PROJECT DATE: 2023
CLIENT: NEDBANK
PROJECT STATUS: COMPLETE
We employed a Double Diamond Design Thinking Framework which included the phases:
Discover, Define, Develop, Deliver, and Disrupt.
PROCESS
In the discovery phase,
the team began by researching travelers’ mindsets and extracting trending themes. Desktop research was conducted on how other competitors and industries, locally and globally, currently infiltrate the airport experience.
An in-person mini-immersion ideation session simulated a physical airport experience upon entry.
DISCOVER
Airport Disruption Ideation 1.0:
The initial ideation session used the Crazy 8 method, generating and consolidating ideas into six value themes:
Do Waiting Differently, Do Business Differently, Do Luxury Differently, Do Self-Love Differently, Do Utility Differently, and Do Occasions Differently.
Ideas were filtered and ranked based on criteria such as democratising luxury, social impact, commercial impact, and brand differentiation.
The top three ideas were selected for further development.
Build it. Break it. Fix it.:
Groups worked on making their assigned ideas real and feasible, then critiqued each other’s ideas, identifying loopholes and pain points. They then refined their original concepts based on this feedback.
Feedback indicated the need for non-repetitive, controllable, and high-quality offerings, prompting the team to ideate new concepts.
DEFINE
Airport Ideation 2.0:
The core team ideated fresh ideas, categorising and filtering them using initial criteria. The top three ideas were developed further, creating detailed journey maps.
Feedback highlighted issues such as licensing and positioning, leading the team to ideate simpler concepts.
Airport Immersion:
The team visited the activation space at OR Tambo to observe the environment, understand restrictions, and identify high-traffic areas. Key observations included no retail, no food, and no dynamic content restrictions.
DEVELOP
Airport Ideation 3.0:
Using insights from the immersion, the team adapted existing ideas and developed new solutions around identified value themes.
Ideas were expanded with customer journey maps and floor plans, and presented to stakeholders.
Feedback indicated the need to consolidate ideas to enhance delight and simplify the customer journey.
Ideation 4.0 - Happiness Survey:
The team considered South Africans' emotional state and researched global brands connecting with customers on an emotional level.
This led to the development of South Africa’s Biggest Happiness Survey, aimed at understanding and accessing happiness through well-managed money.
The Force of Happiness:
This initiative was designed to use the airport lounge space to conduct the happiness survey, drawing people in with colorful art installations, 'instagrammable' walls, and happiness kiosks.
The survey aimed to understand and share what makes people happy, providing insights on how Nedbank's products can enhance happiness.
DELIVER & DISRUPT
By understanding and addressing the needs and emotions of travellers, Nedbank successfully created a unique and engaging experience that not only showcased the brand but also provided meaningful value to its clients.
SUMMARY
