STANDARD BANK STRATEGIC AUDIO BRANDING ASSET – MYMO MY EVERYTHANG

“MYMO, MY EVERYTHING”

Prepared for: Standard Bank Group – Marketing & Brand Team
Product Focus: MyMo Bank Account
Prepared by: Papkrast Group
Category: Audio Branding / Sonic Storytelling
Date: 14 December 2025

1. EXECUTIVE SUMMARY

Papkrast Group proposes the development of an original strategic audio branding asset titled “MyMo, My Everythang”, created specifically for Standard Bank’s MyMo Bank Account.

This project positions sound as a cultural bridge between Standard Bank and digitally native youth audiences, translating MyMo’s value proposition — flexibility, affordability, and control — into a sound that feels current, confident, and relatable.

The asset is designed to live beyond a once-off campaign and function as a repeatable, modular sonic identity across youth-facing channels.

2. STRATEGIC CONTEXT: WHY AUDIO FOR MYMO

Youth banking is not only about features — it’s about identity, autonomy, and lifestyle.

Today’s youth expect:

  • Banking that moves at their pace

  • Pricing that adapts to their behaviour

  • Brands that speak with them, not at them

Trap rap is a globally recognised youth genre associated with:

  • Confidence and self-direction

  • Hustle culture and aspiration

  • Digital-first lifestyles

 

“MyMo, My Everythang” uses this sound to reinforce MyMo as banking that fits your life, not the other way around.

3. CREATIVE CONCEPT

Song Title

“MyMo, My Everythang”

Core Idea

A high-energy trap-rap anthem that positions MyMo as:

  • Always accessible

  • Cost-conscious

  • In control

  • Designed for everyday decisions

The song frames MyMo as a personal banking companion — always in your pocket, always on your terms.

4. MUSICAL & LYRICAL DIRECTION

Musical Style

  • Trap rap (modern, clean, brand-safe)

  • Minimal, bass-driven beat

  • Short, punchy sections for easy edits

  • Optimised for digital platforms

Lyrical Tone

    • Confident, youthful, aspirational

    • Clean language, no profanity

    • Clear references to Standard Bank & MyMo

    • Benefits integrated naturally, not as slogans

5. PRODUCT INTEGRATION (SUBTLE & AUTHENTIC)

  • The lyrics and structure reference key MyMo benefits, including:

    • Pay only for the transactions you make

    • Reduced ATM and retailer withdrawal fees

    • Immediate activation via the app

    • Virtual card for online shopping

    • Access to Varsity Vibe (16–25)

    • Get More partner deals (25+)

    • “Product of the Year 2025” credibility

    These features are embedded as lifestyle advantages, not technical descriptions.

6. INTENDED USE CASES

    • MyMo digital & social media campaigns

    • TikTok, Instagram Reels, YouTube Shorts

    • Influencer collaborations

    • Youth activations & campus campaigns

    • Short-form audio branding stings

    The song is designed for cut-downs, loops, and remixing, allowing long-term usage.

7. DELIVERABLES

  • Original creative concept & sonic strategy

  • Professionally written trap-rap lyrics

  • Original instrumental composition

  • Vocal recording (lead + ad-libs)

  • Mixing & mastering for digital platforms

  • Final master audio files (WAV & MP3)

8. PRICING STRUCTURE

OPTION 1: PILOT AUDIO BRAND CONCEPT

Fee: R7,500

Includes:

  • Full song (1 version)

  • Original lyrics & composition

  • Single master edit

  • Limited usage license

Ideal for:
Concept testing, internal review, or limited digital use.

OPTION 2: FULL MYMO AUDIO BRANDING PACKAGE

Fee: R29,500

Includes:

  • Full song version

  • 30-second campaign edit

  • 15-second social edit

  • Instrumental version

  • 2 rounds of revisions

  • Extended mixing & mastering

  • Extended commercial usage license

Ideal for:
Campaign rollout, influencer usage, and long-term youth branding.

9. LICENSING & USAGE RIGHTS

  • Papkrast Group retains authorship and composition rights.

  • Standard Bank receives a commercial usage license per selected option.

Pilot License (Option 1)

  • Digital & internal marketing only

  • No broadcast or paid media

  • No third-party sublicensing

Full License (Option 2)

  • Digital, paid media, and promotional usage

  • Social platforms and influencer campaigns

  • Events, activations, and product launches

  • Long-term use within MyMo brand ecosystem

Any regional or international expansion can be licensed separately.

10. PROJECT TIMELINE

  • Approval & deposit: Day 0

  • Production & recording: 5–7 working days

  • Final delivery: Within 10 working days

11. CONCLUSION

“MyMo, My Everythang” positions Standard Bank’s MyMo account not just as a product, but as a cultural companion — flexible, affordable, and built for how young people live today.

This audio branding asset allows MyMo to:

  • Speak the language of youth

  • Build emotional recall

  • Stay culturally relevant without compromising trust