The Absa Marshmallow campaign, conceptualised by The Jupiter Drawing Room, resonated so well with its target audience that the bank's savings and investments saw an impressive year-on-year growth in savings of 7%.
The popularity of the adverts also translated into business for the bank, with positive market share growth in June, August & September- last experienced in October 2012.
Consumers fell in love with little Misha, Naledi and Timothy as each sat in front of a marshmallow for what seemed like an endless wait in order to gain a second marshmallow as reward.
"The campaign also mobilised our front line to engage with clients and we saw a significant increase in online savings applications supported by our '3 click opening' facility for online clients. The TV ads and supporting print, radio and below-the-line advertising did an exceptional job of converting viewers into investors and our strong growth during Q3 can most certainly be credited to effectiveness of our communications campaign," concludes Rautenbach.
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