What PAXI needed
In a world dominated by big names, PAXI and Capfin set out to amplify the voices of smaller, everyday SMEs. The goal was simple: build brand awareness and trust while positioning PAXI and Capfin as champions of side-hustlers, as brands that believe in their hustle and encourage potential SMEs to make a start.
How we made it happen:
“Join the Self-Starters” invited SMEs to be part of a movement. A self-starter is someone ambitious who does not wait for permission to pursue their goals. They simply act. We positioned PAXI and Capfin as enablers of self-starters using a volume driver competition where small businesses could stand to WIN a self-starter kit worth R30 000 that included funding and mentorship from industry experts.
Real side-hustlers shared their growth stories and challenges, while inspiring others to act. By serving as the campaign’s face, these authentic self-starters motivated the community to step up and get involved. The campaign successfully reached people all over the country, garnering hundreds of entries and inspiring many side-hustlers to rebrand and confidently call themselves self-starters.
