The show comprises a life-size Absa Piggy the Banker character and a band of four members who entertain children from Grade 0 to Grade 3 with a sing-along educational show encouraging them to save for a brighter financial tomorrow. Children are given an Absa Piggy Bank to take home and start saving today. To cater for the Muslim and Jewish community, children are given an alternative “Takkie” money box.
Mr Vinay Padayachee, Absa Innovation, said in Johannesburg today (Tuesday, 12 February 2008) that Absa was delighted with the way kids, their parents and teachers alike responded to Absa's “Let's Save” campaign. “Our objective is to provide our children and their parents with both the financial knowledge and the means to better their lives. These include saving themes for children's education, saving for retirement and various investment options.”
The Absa Piggy Banks proved to be a runaway success earlier this year when 40 000 Absa Piggy Banks were distributed to holidaymakers travelling through the Mooi, Middelburg, Carousel, Huguenot, Tongaat Oribi, Marikana and Gosforth Toll Plazas from 3 to 4 January 2008. Tollgate officials hailed the campaign as the best promotion ever with motorists hooting and turning back for an extra item. The alternative “Takkie” Money Box was not part of the Toll Plaza handouts as logistically it proved difficult to ascertain if passing motorists were of the Muslim and Jewish faith, however on request a “Takkie” Money Box would be posted to customers.
In addition, 10 000 Absa Piggy Banks were distributed to orphanages throughout the country by Child Welfare South Africa in December 2007.
Mortimer Harvey's Executive Creative Director, Gerald Harvey, said that the agency was indeed proud to be associated with the campaign. “The ‘kid' factor allowed the designers a lot of freedom when it came to the design and layout of the box and brochure that accompanies the Absa Piggy. While Mortimer Harvey always takes pride in the quality of work we deliver, this particular campaign really resonated with everyone because of the pride we also took in helping those less fortunate.”