Absa's new campaign, titled 'Swiiish', features a protagonist who enters the lives of people paying with cash to question them at various point-of-sales, taking the campaign's direction from the platform 'Anything cash can do, your Absa card can do better'.

The campaign uses a colloquial piece of music, which aims to resonate with South Africans and includes some characterisation and a hand movement.

'Swiiish' – Absa


"The strength of this campaign is twofold. Firstly, it’s messaging is straightforward and easy to understand. Second, it is strongly rooted in South African insights and truths, thereby appealing to Absa’s diverse but truly local market," says manager for integrated marketing campaigns, Bertus van der Walt.

Created by executive creative director Gareth Paul, with creative direction by Loyiso Twala and Greg Russell, art direction from Thandeka Gilbert, and copywriting from Boniso Modise, Siyabonga Moloi, and Sifiso Ndhlovu, elements of the campaign broke on Tuesday, 26 September.

The TVC flighted for the first time on Sunday, 15 October, and the campaign will continue to roll-out through mid-December.

"With 65% of all transactions in South Africa still done in cash, Absa wanted to get their customers to pay with their card more often than with cash," says Paul.

"The reasons for a consumer to adopt this behaviour are simple and logical – you earn rewards when you swipe, it’s faster when you tap and pay, it’s safer than carrying cash, you can track your spend on the Absa app, and it’s more convenient," he adds. "But, if not delivered in an engaging manner, even the best of reasons could be a turn-off." 

"At FCB Africa, we pride ourselves on consistently delivering work that touches the hearts and souls of ordinary South Africans while helping our clients to achieve their business objectives. I’m certain 'Swiiish' will meet the grade," he concludes.

For more information, visit www.fcb.co.za. Alternatively, connect with them on Facebook or on Twitter.