A campaign developed by The Jupiter Drawing Room (Johannesburg) for Absa positioned its new MegaU account as the account of choice amongst South Africa’s youth and showed how the account set “free” free.
We were briefed to develop a campaign that positioned Absa’s new MegaU account as the account of choice amongst South Africa’s youth. The bank had recently repurposed the account for the youth market (19 and under).
The basic proposition for the MegaU offering is that not only do account holders receive a range of benefits and value-added services, but also pay no monthly fee.
Because they were talking to a youth market, we wanted to create a look and feel that was fresh, visually and tonally on point, and just a little different – something that could cut through the clutter of the retail market and become a stand-out piece of communication.
The concept took shape when we began to question what the word “free” really meant. This led to the realisation that in today’s world, “free” doesn’t really mean “free” anymore – the word gets used synonymously with promotions, vouchers, gifts, t-shirts, buy two get the cheapest “free” promotions and so on. Essentially the word “free” is being held hostage, being used contrary to its intended purpose.
So we came up with the idea of showing how the MegaU account, and Absa as a whole, set “free”, free.
Because Absa was talking to a youth market, the ad needed to be fresh, visually and tonally on point, as well as just a little bit different. It needed to cut through the clutter of the crowded retail market and become a stand-out piece of communication.