ABSA
MINING INDABA
The brief
Create a campaign for the 2019 Mining Indaba aimed at mining analysts, fund managers, investment specialists and government agencies. The campaign needs to be a 360 campaign, including an activation at the Indaba, as well as the inclusion of various digital and traditional touchpoints leading up to the Indaba.
The idea
We wanted to show the mining sector in Africa that we understand what they need to help them succeed. In the process of uncovering what Africa has to offer, we created African patterns that signify each natural resource. Our executions use the pattern to demonstrate our uniquely African ingenuity when it comes to mining.
CAMPAIGN PERFORMANCE:
PEOPLE REACHED | 1,4 MILLION During Event
LINKEDIN MAILS | 7000 InMails were opened with a CTR of 15% which exceeds LinkedIn’s higher benchmark range of 5%
SOCIAL MEDIA MSG PULL-THROUGH RATE | 79% with #Africaexpertise being the key driving message
The executions
We brought our distinctly African footprint to life with a series of painstakingly crafted African patterns that represented Absa’s brand new, vibrant VI. Each pattern represented a different mining sector, namely diamonds, gas, oil and gold. We used beautiful, scenic imagery of natural landscapes and the visual manifestation of CIB’s African footprint came to life in a series of beautiful patterned pathways, furthering our commitment as custodians of our land and beckoning the African mining community to follow us down our path.
The creative elements made an impact at the Indaba itself. Capturing the hearts and minds of attendees with a unique creative showcase that stood head and shoulders above CIB’s competitors.
