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

The Challenge

Nedbank faced the challenge of differentiating its student banking offer from the many programs available to a key demographic: Gen Z. The bank wanted a campaign that would not only attract new account holders, but also drive continued activity to build longer-term relationships with students notorious for switching banks.

Why TLC

Nedbank recognized 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 behavior gave the bank confidence that the program would resonate and drive engagement with its target audience.

The bank also valued our full-service support and hands-on approach, with our team going above and beyond to ensure seamless execution and evolution in line with student needs, keeping rewards relevant and sustaining engagement.

In TLC, Nedbank gained a trusted partner capable of combining insight and creative innovation, long after the initial consultation.

The TLC Approach

TLC carefully designed an engagement program that would resonate with students’ everyday needs and passions. By combining entertainment, mobility, connectivity, and food-related rewards in a seamless, easy-to-access package, TLC ensured that students were genuinely 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 voucher, Debonairs online voucher, 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.