DADA had recently been launched by STANBIC as a product that would assist women to advance their financial confidence by listening to the woman's intentions, then work, guide, support and walk with her in the journey of business in a relationship of trust, commitment and partnership. Given that most women business owners are believed to have a lower risk appetite, how could we make them comfortable enough to leap with us?

'Deliberately unconventional' By creating a campaign that touches on the uncomfortable topic of the comfort zone. We intended women to dream their wildest dreams for their business, and even though the journey would seem scary, we would walk with them to make it happen because we believed they had everything it takes. Through financial offerings, lending, saving and insurance options to non-financial ones like network pools, industry insights, our campaign assured women that we meant business when it came to their business.