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ABSA shoe shine

7 Aug 2008

In keeping with its new brand campaign that encourages South Africans to “Put their best foot forward”, Absa has teamed up with the industrious airport Shoe Shiners to give visitors' feet - or at least the shoes that they wear - a new lease on life.

Busy commuters can elect to have their shoes polished by the Absa-branded Shoe Shiners at OR Tambo, Cape Town International, Durban International, George and East London airports. This Shoe Shine campaign is a perfect fit with Absa's new brand campaign, which invites consumers to “take the next step with us”, it asserts.

Says Absa general manager: group marketing, Angie Burton: “With this shoe shine campaign, we've transformed a good old fashioned shoe shining service into a metaphor for pride and purpose to which everyone can relate. Importantly, it's also a natural fit with our ‘Best Foot Forward' campaign, and it simultaneously allows us to give people a little something to brighten their day.”

The campaign is also currently running at Absa campus in Johannesburg, where employees are offered the opportunity to take a load off their feet and enjoy a shoe shine.

Project Rise and Shine is an initiative which was conceived within Absa's New Business Cluster in the latter part of 2007. The main focus of the project is to establish a platform to support and expand budding entrepreneurs eager to start their own shoe shine business. In helping these entrepreneurs make a success of their businesses, Absa is contributing to the growth of the micro enterprise sector in South Africa.