NEDBANK: BUILDING STUDENT LOYALTY THROUGH A YEAR-LONG REWARDS PROGRAMME

The Challenge

Nedbank faced the challenge of differentiating its student banking offer from the many programmes available to the highly sought after Gen Z demographic. The bank wanted a campaign that would not only attract new account holders but also drive continued activity, fostering a longer-term relationship with students notoriously known to switch.

Why TLC

Nedbank recognised that meaningful, lifestyle-aligned rewards are a key motivator across the banking industry, particularly for Gen Z students. TLC’s deep understanding of the global financial services market and consumer behaviour, gave the bank confidence that the programme would resonate and drive engagement among its target audience.

The bank valued TLC’s full-service support, extensive knowledge, and hands-on approach – always going above and beyond to ensure seamless execution. TLC’s agility allowed the programme to evolve with student needs, keeping rewards relevant and sustaining engagement. In TLC, Nedbank gained a trusted collaborator capable of combining insight and creative innovation, long after the initial consultation.

The TLC Approach

TLC carefully designed an engagement programme that would resonate with students’ everyday needs and passions. By combining entertainment, mobility, connectivity, and food-related rewards into a seamless, easy-to-access package, TLC ensured students were motivated to interact with their accounts more regularly.

Eligible students who swiped their cards at least five times each month, were directed to TLC’s rewards platform, to choose from multiple perks including data, Travelstart vouchers, Debonairs online vouchers, or Nu Metro cinema tickets. These incentives were designed to make banking feel relevant and rewarding, turning routine transactions into excitement and engagement. The frictionless redemption process made participation simple, ensuring that students could access and enjoy their rewards with minimal effort.