Mortimer Harvey
News

Absa rugby sponsorships score with fans and customers alike

With exciting rugby sponsorship properties such as the Springboks and the Absa Currie Cup, Absa had the perfect opportunity to 'own' rugby during 2011. And that's exactly what happened. They launched with a bold Absa Card campaign early in the year and then spiked with Absa Savings & Investments offers until the end of the year.
Absa rugby sponsorships score with fans and customers alike
click to enlarge
Absa rugby sponsorships score with fans and customers alike
click to enlarge
Gerald Harvey, Chief Creative Officer of Mortimer Harvey, Absa's retail agency, says Absa Card's objective was to engage with real rugby fans to encourage acquisition and usage of the new Absa Springbok Credit Card. Some really awesome prizes were promoted, from VIP Rugby World Cup 2011 trips courtesy of MasterCard to Absa Springbok jerseys, cash and everything in between. "The campaign also needed to complement and be consistent with the Absa Springbok 'Team of Millions' brand campaign," Harvey added.

The creative treatment showed typical rugby fans who had let rugby take over their everyday lives. Customers were then invited to 'Join the Team' - with an Absa MasterCard Credit Card - to win trips to RWC 2011 in stage one of the campaign and, in stage two, to qualify for a 50% discount on the new Absa Springbok jerseys. This has been followed up with an acquisition campaign focused on Absa Currie Cup Affinity Cards.

Television elements included four television commercials, stings and squeeze backs to fill rugby broadcasts, as well as news clocks that always broadcast topical rugby news. The campaign filtered seamlessly into print, outdoor and digital using stills captured during the TV production shoots. More recently the campaigns have been activated at Absa Boktown events primarily to promote the Absa Card Springbok jersey offer.

A direct campaign to the Absa customer base was supported with the full gambit of Absa channels: ATM screens, in-branch TV and activations at Absa Boktowns.


About Mortimer Harvey
Mortimer Harvey is a Johannesburg-based, full-service and results-driven, integrated communications agency that delivers hard-working advertising and communication solutions. Services include classical above- and below-the-line advertising, brand development and consulting, strategic marketing development, promotions, interactive web services, direct, CRM, public relations and events and sponsorships. For further details, visit www.mortimerharvey.co.za.

29 Sep 2011 11:28

<<Back





Comment
Mortimer Harvey