ABSA BANK: ADDING VALUE THAT BUILDS LONG-TERM LOYALTY

The Challenge

Three main challenges around engaging key audiences were present for Absa Bank: boosting activity for younger consumers, attracting students to open accounts, and incentivising Absa Rewards customers. As each audience came with its own unique needs, they knew a one-size-fits-all approach wasn’t going to cut it – they needed tailored strategies that spoke directly to each group.

For youth accounts, Absa Bank wanted to cultivate stronger banking habits from a young age and form early connections with under-18 customers. They also had a goal of becoming the bank of choice for students and required a compelling proposition to do so. It was also essential to increase sign-ups to the Absa Rewards program and incentivise existing customers.

Why TLC

Absa Bank recognised that in TLC, they had found a true partnership. Working together, we were well positioned to co-create solutions that spoke directly to the various customer segments. Our ability to tailor lifestyle rewards to specific audience needs – particularly youth account holders – was a unique advantage. Our credibility in large-scale campaign execution also offered Absa reassurance that we could ensure the impact needed to achieve their goals.

The TLC Approach

Our approach was multi-faceted, addressing each core challenge with bespoke campaigns. For youth accounts, which often remained inactive, we introduced a lifestyle-driven rewards program that resonated with their interests. We rewarded users for maintaining a minimum balance and making just one transaction each month. For students, we offered monthly rewards – data, food, travel, and fitness – for active banking with Absa. Students earned R250 in rewards simply for opening an account and transacting monthly. For existing Rewards customers, we launched Absa Advantage, a program offering instant rewards for smarter banking, fully integrated into the Absa App.

Working with these audience segments at the forefront, we created campaigns designed to produce an uplift in engagement while aligning with Asba Bank values. Our youth account strategy encouraged smarter financial habits and introduced a feel-good way to drive long-term financial wellbeing through rewards. While our student campaign encouraged frequent usage while adding real value to their everyday lives, building long-term loyalty with the next generation of banking customers. Through our data-driven, passion-led approach, Absa didn’t just hit their acquisition targets – they surpassed them, securing a solid relationship that lasted for nearly a decade.