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Absa
aBSa
VEHICLE AND ASSET FINANCE
SHOE SOCK
Short Story
Convinced of the untapped potential of
marketing directly to the fairer sex,
the Absa Vehicle and Asset Finance team
wanted to celebrate women's month
with a campaign that would demonstrate
their understanding of a woman's unique
driving and vehicle needs.
Solution
Our key insight was that driving often
leaves a lady with a scuffed heel on
her right shoe. This sparked the
creation of a branded shoe sock
that dealers handed to customers,
a dealers’ guide to help them better
understand what a woman wants
from her next car, a microsite with
content for women drivers, and a
chance to get R250 000 off car finance.
Success
Dealers had Absa top of mind when
it came to recommending vehicle
finance, improving lead generation,
and the good will created had
customers asking for Absa.
Awards
Assegai 3D Merit Award 2011