Bank celebrates coming of age

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Absa has been celebrating a coming of age with its new brand campaign that broke nationwide in February 2008. The campaign, conceived by The Jupiter Drawing Room, is intended to position Absa as a brave, innovative and progressive brand that's committed to guiding the country towards a better tomorrow.

The campaign, which includes a TV commercial, a selection of print works and radio and outdoor executions, uses the imagery of feet from all walks of life to invite South Africans to “take the next step with us”.

Demonstration of progession

Absa GM: group marketing Angie Burton explains that this campaign is a demonstration of how the Absa brand has progressed since its launch.

“Absa is still a relatively young brand in the financial services sector. Over the past ten years, our focus has been on nurturing our customers, but the time is now right to reinforce and support the emotional connection we have with South Africans by offering our customers something more.” she says.

The bank's new positioning rests on its ability to improve its customers' lives and deliver to their needs through great ideas, and by guiding them to take the right steps today to improve their future tomorrow. On the simplest level, it's about helping them make the best possible financial decisions, but on a broader level, it's about encouraging and challenging all South Africans to “put their best foot forward” to make the future a better place for all.

On a purely marketing level, the campaign is intended to be a crucial factor of differentiation in a largely analogous sector of the market.

Perception changed over time

The market's perception of Absa has changed radically over time. “This campaign is the final nail in the coffin of the perception that Absa carried years back of being an old, staid and grey bank. It speaks of a young and fresh bank, with a progressive and innovative soul,” says Burton.

Importantly, she concludes, it speaks of a great relationship between the brand and its creative agency, The Jupiter Drawing Room.

“This work is testament to the importance of time and trust when it comes to making the right decisions. We didn't rush, we worked together, and we respected each other's expertise and abilities in bringing this new brand campaign to light.”