The company, which opened doors in 1999, briefed the agency earlier this year to position it as a lifestyle financial solutions provider that gives its clients the ability to open the door to success and opportunities. Regan Adams, RCS’s Chief Commercial Officer, explained that RCS is quite unique when it comes to its business structure and product offering. The challenge is to use this as an advantage to drive its business objectives. “In terms of business priorities, RCS has grown significantly since its launch, and its product offering has evolved considerably,” he said. “What has remained constant though, are our values and our commitment to improving our customers’ lifestyles by offering competitive consumer finance solutions. Our new brand celebrates the challenges we have gone through, and signifies our renewed promise to our customers.”

According to the agency’s managing partner, Nadja Srdic, the solution takes account of the fact that credit is what as many as 80% of South Africans depend on to survive, as well as advance in life and to get ahead. In many ways, the products which RCS offers is the bridge between where the client is, and what he or she wants to achieve in life. “Expanding on this insight, we were able to accurately capture new the strapline ‘Let’s make it possible’,” she said.

The repositioning follows extensive research and helped define the company’s objectives. “RCS has always been customer focused,” added Adams. “Its product offering is extensive and is a means to helping customers achieve the goals that are important to them. “In this way, we are enablers and help customers with a selection of products that are not just a means to an end, but catalysts to achieving greater aspirations. “Draftfcb developed a visual tool which could be pulled through all media channels as a way to create a unified brand campaign. This device – an orange pencil – symbolises personal empowerment and symbolises the role RCS plays in achieving one’s goals. Importantly, whether it’s getting your car fixed, giving your home that much needed makeover, paying for your child’s education or simply buying a new outfit for a special occasion, RCS can help you to make it possible.”

The through-the-line strategy for RCS includes a television ad flighting across all local channels and selected DSTV channels, print and radio ads and in-store. The team responsible for creating RCS’s new communication campaign includes creative chairman Francois de Villiers, creative director Aaron Harris, art director Ana Rocha, and copywriter Eckhard Cloete.

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