About the campaign

South Africa’s once-in-a-lifetime, biggest re-brand in recent history! This was not only the reveal of a new, vibrant and inherently African identity; but their re-positioning as a ‘bank for all Africans’; embodying the pioneering spirit of the nation and commitment to be the “Brave, Passionate, Bold and Ready” bank.

Other agencies involved: Posterscope, Amnet, Amplifi and FCB

Challenge

A launch of this magnitude would touch thousands of staff members, account holders, investors and prospects. Africanacity was the perfect platform through which to accomplish this feat, coupled with innovative media channels and messaging, that would mimic these new brand qualities. South Africans needed to experience this first-hand.

Solution

A launch of this magnitude would touch thousands of staff members, account holders, investors and prospects. Africanacity was the perfect platform through which to accomplish this feat, coupled with innovative media channels and messaging, that would mimic these new brand qualities. South Africans needed to experience this first-hand.

To change perceptions, a high reach / multitouchpoint strategy was adopted ensuring the Absa brand was impossible to miss! We followed consumers, wherever they were and drove impact and engagement through a few media-firsts! The innovative placements and platform-usage assisted in demonstrating Absa’s functional commitment to their pioneering spirit.

Results

This fully integrated channel mix consisted of TV, Digital, OOH, Radio and Print. We built a powerful reach base through Generic TV spots and complemented this base with an innovative content-integration approach that enabled the new VI to be subtly inserted within popular local TV soapies on eTV and Dstv, via unique postproduction technology. We simultaneously pushed a mix of commercial and ALS radio stations to educate consumers on the meaning behind the new term, ‘Africanacity. Tapping into the consumer insights around second-screen activities, TV and Radio were also synced to digital media. We aimed to intercept users whilst they were second screening during TV and Radio ad breaks. So Absa was not only the the first brand in South Africa to run a Radio-Sync campaign, we also went a step further and synced to our competitors’ Radio and TV schedules. Established static OOH sites were included as well as iconic sites blanketed the country with the new Absa logo with unique creative adjusted geographically for increased impact. A mix of dailies and weeklies were used to launch the VI in Press and with a total 23 insertions, of which 14 were front pages. We also knew that consumers would have questions about the relaunch and as such we included brand ads and FAQ’s in weekly magazines that drove educational and safety messaging that would address questions alongside an intricate network of digital communication which started with “painting the internet red within the first 3 weeks of launch followed by:

• 21 high impact page takeover
• A blend of 6” bumper ads, pre-rolls and Mastheads
• Leveraging multiple sources of data-driven display banners
• Storytelling through Facebook, Twitter and LinkedIn
• Driving participation through Snapchat’s first quadrant lens in Africa

2019 Awards Won

• DAN Global Innovation Awards | Bronze | Proving Marketing Effectiveness
• African Cristal Awards | White | MEDIA - Integrated Campaign