PROBLEM
Absa is one of the four largest banks in South Africa and has the largest footprint with over 9000 ATMs and 800 branches. The aim is to reduce this footprint by moving customers out-of-branch and into digital banking. Many customers don't use or don’t know about the services available, so always go in-branch. This creates pressure on branches, particularly at month-end.
Absa is one of the four largest banks in South Africa and has the largest footprint with over 9000 ATMs and 800 branches. The aim is to reduce this footprint by moving customers out-of-branch and into digital banking. Many customers don't use or don’t know about the services available, so always go in-branch. This creates pressure on branches, particularly at month-end.
TASK
To develop an in-branch campaign to increase Absa customers involvement; taking up services that would benefit them and enhance their banking experience, and make Absa their primary bank.
To develop an in-branch campaign to increase Absa customers involvement; taking up services that would benefit them and enhance their banking experience, and make Absa their primary bank.
CHALLENGE
Absa identified eight key measures - mostly favouring the bank - that needed to be addressed.
We had to identify a clear customer benefit for each of the key measures. Communicate to an extremely diverse clientele with varying education, financial, language and cultural differences.
Absa identified eight key measures - mostly favouring the bank - that needed to be addressed.
We had to identify a clear customer benefit for each of the key measures. Communicate to an extremely diverse clientele with varying education, financial, language and cultural differences.
SOLUTION
We created engaging illustrations with simple messaging explaining the benefits of each service. Customers could either ask for the service in-branch or given a how-to. Absa's visual identity didn't include an illustration style, so this needed to be defined.
We created engaging illustrations with simple messaging explaining the benefits of each service. Customers could either ask for the service in-branch or given a how-to. Absa's visual identity didn't include an illustration style, so this needed to be defined.
The second task was to educate customers on how to use other methods besides in-branch banking for specific transactions. We created a pocket z-fold and a brochure with easy-to-use, benefit-driven, step-by-step infographics that would be given to customers in-branch. Absa employees would also be able to use the material to assist customers.
CLIENT: Absa Bank
AGENCY: FCB South Africa
ROLE: Concept, Concept Development, Art Direction, Graphic Design
