Mortimer Harvey
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Absa makes its mark

To extend a warm red welcome to international visitors, Absa has increased its brand presence at South Africa's major airports and the three operational Gautrain stations.

click to view [1MB - PowerPoint]
The advertising, which forms part of a broader soccer-focused national advertising campaign, was created by Mortimer Harvey. The various creative executions carry multi-lingual messages that offer international visitors easy and convenient solutions to their banking requirements whilst in South Africa.

Messages also alert the visitors to the Absa Rewards Programme, the Absa/Visa FIFA credit card, the Absa SA Travel Card specifically developed for international visitors and the bank's Bafana Bafana sponsorship.

As part of this strategic airport campaign, Absa purchased all the chair advertising in Domestic Departures and acquired four light boxes at OR Tambo International Airport's Arrival luggage collection section. Bill boards in the shape of soccer balls were erected at all of South Africa's major airports and bright red passenger busses at OR Tambo, Durban International and Cape Town International Airports also welcome visitors to South Africa.

At the Gautrain stations Absa's bid to increase brand awareness includes more than 30 creative elements each designed to highlight Absa's products and services. Sandton, Marlboro and Rhodesfield stations were completed in time for the first Gautrain that left the station on Tuesday, 9 June.

Absa Group Executive - Group Marketing, Angie Burton says the decision to increase Absa's presence at airports and Gautrain stations during the months of June and July presented an excellent opportunity to establish Absa as an international brand through its relationship with Barclays. "Some messages were translated into French, German, Portuguese and Spanish to ensure that Barclays customers visiting from all over the world are made to feel welcome and at home with Absa. The product focus of these initiatives also compliments Absa's Bafana Bafana campaign as premier sponsor of our national team."

Gerald Harvey, Executive Creative Director at Mortimer Harvey says the agency was asked to develop impactful and relevant creative in the various spaces provided. "We are very happy with the result. The bold messages in red stand out, ready to reassure all international visitors that Absa is ready to help with their banking requirements, anywhere and at anytime."

15 Jun 2010 14:52

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