The campaign's underlying message is that everyone has the potential to prosper and that the local bank can provide people with the right tools and knowledge to do so.
Bobby Malabie, group executive at Barclays Africa, explains, "Absa is on a journey to refresh and reframe our brand in South Africa. To achieve this, we have walked the road with our customers and clients. We're excited about this new brand campaign and how it aligns to the vision and purpose of the group, as we create the 'Go-To' bank for our customers."
The Prosper campaign follows a review of the local business and brand objectives and comes two months after Barclays Africa announced it would be investing R1.2 billion as part of a drive to refresh its branches, reinvigorate its digital channels and strengthen its ATM network.
"Instead of telling people what we stand for, we decided to ask consumers what 'prosper' means to them. What is clear is that it means something different to everyone, which is what the campaign is built on. Everyone has their own personal goals and it is our aim is to provide a service or product that can help them achieve those goals."
The campaign is based upon recordings and photographs of everyday South Africans, each holding a board with what it means for them "to prosper" inscribed upon it. It was from this feedback that the campaign was conceptualised by The Jupiter Drawing Room.
Spearheaded by an emotive 60-second television commercial, the campaign encourages people to think about what it means for them 'to prosper' and provides the assurance that the bank is there to help them achieve it. The advert was shot by Rob Malpage of Velocity Films on location in Coronationville and Braamfontein in Johannesburg and in Muizenberg, St George's Mall, Brakvlei and Ardene Gardens in Cape Town.
The campaign is seamlessly integrated across all platforms, with the messaging applied to all elements of the communications mix, namely print, radio and television advertising, out-of-home, online, social media, internal communications and public relations.
"The campaign is not about a bank telling people what they should be doing. It is about listening to what our customers have to say and creating our products and services around their needs. It's about helping people achieve their ambitions - in the right way," concludes Malabie.
