The primary objective was to build an emotional connection with the youth segment, by adding value to an already competitive bank account. The secondary objective was to recruit new students or influence students to make a switch from their current bank to Absa.
TLC created a campaign linked to Absa’s payoff line: Work. Play. Prosper, offering food, tech and travel rewards.
29,500 new account holders in the first three months on the Student Silver account.