Corporate And Investment
The brief: We needed to position Absa CIB as the primary bank when it comes to Transactional Banking and the pre-eminent TXB offering in the markets in which we operate across Africa.
The increased complexities of transactional banking are not just as a result of heightened demands from clients. They are also the by-product of competitors in this arena continually searching for innovation to stave off the perception of parity. We needed to remove the notion of complexity (both real and imagined) and put a powerful message out in the market which mirrors exactly what our clients want from us.
An efficient and uncomplicated assurance that they can just….
Get business done.
The audience: Absa CIB B2B Client Base + Internal Stakeholders
The platforms and channels: As an integrated Transactional Banking launch campaign it covered: Digital and Social Owned and Paid channels, Absa CIB Intranet, E-mailers, Print, Desk Drops and OOH.
The Graphic Treatment
The graphic treatment we chose was different from the competition and therefore became a distinctive brand signature.
The circular layering not only afforded the opportunity to portray different facets of our pillars and sectors, but it also gave a sense of motion towards a goal, which is the very nature of Transactional Banking.