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. View ad here