Authors:
Clement Motale, CM(SA) Managing Executive: Marketing and Communications, Absa CIB
and
James Agin, Managing Executive: Corporate and Investment Banking, Absa Kenya
In the fast-evolving landscape of financial services, distinguishing oneself requires more than just competitive solutions and services. To achieve success, it requires a deep understanding of your clients’ needs, an empathetic approach, and a commitment to their success. This approach underscores Absa Corporate and Investment Banking’s (CIB) latest campaign, which showcases not only that “Your story matters” but that Absa CIB is truly “Invested in your story.”
At Absa CIB, being “Invested in your story” encapsulates more than a slogan; it embodies the philosophy of deep, human-centred partnerships – how we design, serve, behave and communicate. It signifies a commitment to prioritising clients’ perspectives, co-creating solutions that align with their business ambitions, and providing unwavering support through every challenge and triumph. This approach isn’t just rhetoric; it’s embedded in our daily interactions with clients and stakeholders. It means engaging in deeply meaningful conversations, immersing ourselves in their worlds and businesses to truly grasp their ambitions, challenges, and support their successes.
It’s about celebrating milestones and successes, whilst providing intuitive, seamless client experiences that empower their journeys.
On August 12, 2024, we will see this philosophy come to life in our latest integrated marketing campaign, led by a well crafted television commercial (TVC) that follows the journey of Peter and Abigail. Directed by Dean Blumberg, the storyline follows an innovative African tech company through its highs and lows — a testament to the trials and triumphs of entrepreneurship and big business in Africa. From celebrating innovations to overcoming setbacks, the commercial portrays Peter, who represents Absa CIB, not as a bystander on this journey but as a deeply engaged and genuinely invested partner.
Absa embarked on a Group brand repositioning journey earlier this year (Feb) that was the culmination of extensive research both internally and externally, which was predicated on the universal insight that customers/clients often feel disconnected from their banks and believe that a relationship with a bank often feels one-sided and out of touch with their needs.
We are dedicated to changing this perception by infusing more human centred empathy and intuitive, seamless client experiences into our partnership ecosystem.
This commercial isn’t just a showcase of our services; it’s a meaningful attestation that mirrors the entrepreneurial spirit and resilience of African businesses. Through our research we discovered that our clients, desire more than transactional relationships; they sought expert thought leadership, strategic guidance, and, above all, a deep partnership that transcends conventional banking services.
With a presence in ten Pan-African countries, it was imperative to ensure this advert was truly representative of the markets we serve, from casting to production.
Recognising the changing consumption patterns, this will be a video-first digital campaign with a 360-degree channel strategy.
To empower Africa, together, one story at a time, we understand that we have to build authentic human centered connections and understand what’s important to our clients to be able to build truly sustainable partnerships for the long-term.
In order to reach our target audience and connect with our clients, the advert will be featured across various platforms like BBC, CNBC, and CNN for broader African coverage, as well as local channels like DSTV. Print media will also play a significant role, ensuring comprehensive reach and engagement across Africa and our International Corridors
We’re not just launching an ad; we’re creating a long-term proposition for our clients. This campaign is designed to be pervasive, reaching our audience wherever they are and showcasing our deep human-centred partnerships. We trust that this campaign will affirm that Absa is not just a bank. We are truly invested in our clients’ stories and journeys. We’re in it together with them.
This campaign marks a pivotal moment in our commitment to delivering human-centric solutions and fostering deep, lasting partnerships across Africa. As we launch our television commercial and roll out our integrated campaign across multiple platforms, we invite you to join us on this journey of partnership and possibility. At Absa CIB, we are invested in your story, and we invite you to write it with us … because your story matters.