“Achievas Live Way Better”
Prepared for: Standard Bank Group – Marketing & Brand Team
Product Focus: ACHIEVA Banking Account
Prepared by: Papkrast Group
Category: Audio Branding / Sonic Storytelling
Date: 13 December 2025
1. EXECUTIVE SUMMARY
Papkrast Group proposes the creation of an original, culturally relevant audio branding song developed specifically for Standard Bank’s ACHIEVA Banking Account.
The song is designed to function as a sonic expression of progress, stability, and generational growth, reinforcing ACHIEVA’s promise:
“To enable you to build and grow your wealth an leaving every generation to live better than the last.”
The asset blends modern Amapiano sensibility with a premium, timeless tone, ensuring relevance today while protecting long-term brand equity.
2. STRATEGIC RATIONALE (WHY AUDIO FOR ACHIEVA)
Banking decisions are emotional before they are logical.
Audio branding:
- Builds trust and familiarity.
- Reinforces long-term thinking.
- Creates emotional continuity across generations.
Makes abstract concepts like wealth and legacy feel human.
ACHIEVA is not transactional banking — it is aspirational, future-focused banking.
Sound allows this story to be felt, not just read.
3. CREATIVE CONCEPT
Song Title
“Achievas Live Way Better”
Core Idea
A song about steady growth, discipline, vision, and generational upliftment — moving from “where we come from” to “where we are going,” together.
Musical Direction
- Amapiano (refined, warm, minimal log drum).
- Elegant tempo, non-intrusive.
- Premium and emotionally grounded.
- Suitable for repeat listening and brand longevity.
Lyrical Direction
- English with subtle isiZulu phrases (respectful, inclusive).
- Aspirational, calm confidence.
- No slang that dates the song.
- Focus on legacy, growth, and continuity.
4. INTENDED USE CASES
- ACHIEVA digital campaigns.
- Brand storytelling videos.
- Product launches & client events.
- Social media & online content.
- Instrumental stings for future audio branding.
5. PRICING & PACKAGE OPTIONS
OPTION 1: PILOT AUDIO BRAND CONCEPT
Fee: R7,500
This option is ideal for testing the concept internally or in limited digital use.
Includes:
- Full song (1 version).
- Original lyrics & composition.
- Limited usage license.
- Ideal for concept testing or internal rollout.
Recommended Use:
- Internal presentations
- Digital & social media
- Concept testing and audience feedbackPRICING & PACKAGE OPTIONS
OPTION 2: FULL AUDIO BRANDING PACKAGE
Fee: R32,500
This option positions the song as a core Gautrain audio asset, suitable for campaigns and long-term branding.
Includes:
- Full song version.
- 30-second branded edit.
- 15-second branded edit.
- Instrumental version.
- Extended mixing & mastering.
- Priority revisions (up to 2 rounds).
- Extended licensing rights
Recommended Use:
- Marketing campaigns.
- Brand videos.
- Station or event environments.
- Long-term brand storytelling
6. LICENSING & USAGE RIGHTS
Ownership
- Papkrast Group retains authorship and composition rights.
Gautrain receives a non-exclusive commercial usage license under the selected option.
Pilot License (Option 1):
- Digital & internal marketing use.
- Non-broadcast.
- Non-paid media.
- No sublicensing
Full License:
- Digital, broadcast, and promotional usage.
- Paid media and campaigns.
- Long-term use across ACHIEVA brand touchpoints
Any usage beyond the agreed scope (e.g. national TV advertising, third-party licensing, resale) may be negotiated separately.
7. TIMELINE
- Approval → Production start.
- Delivery within 7–10 working days.
8. CONCLUSION
“Achievas Live Way Better” is a sonic embodiment of ACHIEVA’s promise —
not quick wins, but measured growth, stability, and generational upliftment.
This audio branding asset allows Standard Bank to sound like what it stands for.
