Content marketing drives Absa’s shared growth strategy on radio
In what can be seen as a significant departure from traditional banking campaigns, the second series of Absaville – a bespoke storytelling campaign created for Absa by Creatrix to educate consumers around Absa’s shared growth strategy – launched earlier this month across the SABC’s nine African-language radio stations. Lynn Joffe of Creatrix explains that this form of content marketing, packaged as a 10-minute show within a show, is perceived by listeners as programming as opposed to advertising, and is proving highly successful. “It’s a platform that [has achieved] all the campaign objectives. We wanted to create an edutainment platform in all SA languages that would provide a fusion between education, product information and entertainment, as well as one that would create a connection with listeners, causing them to tune in weekly. This form of storytelling engages the imagination and creates an ongoing brand experience that no other platform would be able to deliver, allowing th...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.