The Student Silver campaign was created to give students affordable banking combined with monthly repeat rewards to help stretch their budgets. The account was designed for individuals between the ages of 19 – 27 who work hard and play hard and want affordable banking.
Our brief was to build an emotional connection by adding value to an already attractive banking account. These Value Added Services (VAS) or rewards needed to be relevant to South African students. We created that emotional connection by helping them travel home for the holidays, by giving them access to the internet for their studies, helping them relax by watching a movie and even helping them fill up their tummies. It meant 48 rewards a year!
The campaign was communicated via posters on campuses and in student bureaus. Absa also had a strong presence at Student Open days. The campaign included direct marketing elements and was amplified on social media.
The campaign which is a Valued Added Service (VAS) for Absa consumers, is now in its third consecutive year and is yielding positive results for the client. Word of mouth on campus has really been beneficial to the campaign. The number of new account holders has increased year on year. Our brief was to offer consumers rewards that were free and relevant , which TLC has done successfully. TLC has even won two awards for our Absa Youth campaigns.
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