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ABSA Radiate Integrated Campaign

The Brief: Capture the attention of the "Millenials"

This campaign aims to make the youth need ABSA like they need the Sun. This concept emanates the warmth of South African culture, which is intrinsic to ABSA’s rich heritage. The key communication objective is for ABSA to inject positive energy into the brand by providing a rich consumer experience to help their clients prosper building their financial fortune for brighter futures. The Sun has a magnetic field that attracts our planets, the desired outcome is to mimic this effect though captivating executions. This is done by drawing in the attention of customers with irresistible warm, welcoming messaging, inviting content and engaging customer service. Building the consumer's financial future from the core layer, at birth and growing their account as their needs change. Evoking the feeling of summertime nostalgia enabling them to create happy memories as a result of financial success.