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MegaU

Storytelling

Absa is a leading bank in South Africa and part of the Barclays group. The MegaU Account is probably the most attractive bank account around, if you’re a youngster and want a little financial independence. The current marketing campaign for the MegaU account was all about “No Charges”. The Executions were different words for ‘nothing’ – Nada. Mahala. Free. Zero. Just what all under 19s want to hear, as their only income is probably from odd jobs and pocket money from parents. TLC’s brief was to make the MegaU bank account even more attractive you youngsters.

“Live free and prosper.”

Story Doing For All

We wanted to offer these young Absa customers something they will engage with and really appreciate. So we offered them a free movie ticket and 75MB data bundle every month. This meant they would get 24 rewards a year. All they had to do was maintain a minimum balance in their account, which was a great way to encourage saving and financial management at a young age.

“Everyone loves getting something for nothing, zero, nada.”

Story Sharing

Absa produced a massive above the line campaign on TV and Outdoor. This was supported with POS and a multipurpose brochure in branches and schools. In addition the campaign was amplified online and on social media where it created a lot of interest.

Story Success

The campaign which is a Valued Added Service (VAS) for Absa customers is now in its third consecutive year and yielding positive results for the client. Our brief was to offer consumers rewards that were free and relevant, which TLC has done successfully. TLC has even won awards for the Absa Youth campaign.

“Award winning campaigns like this, just keep running.”

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