Case Study: Launching Absa’s Features Store

Cerebra Submitted by on the 12th of March 2015

To launch their new Features Store, Absa asked Cerebra to run a social media campaign that raised awareness of the product while highlighting its easy-to-use nature.

Absa’s Features Store lets customers browse for products, select which ones suit them most, customise how they bank, add features and check out through the user-friendly site.

The idea was simple; find people complaining about everyday peeves that could be solved by products available through the Features Store and deliver carefully considered packages representing the different features.

The campaign kicked off with a teaser video consisting of quick shots of a gift being wrapped and delivered to a front door, closing with a few seconds each of “#AbsaFeaturesStore” and “Coming Soon”. It was simple but effective in how it built excitement around a new approach to banking (and free stuff!)

Next, we searched Twitter for posts by people dealing with some of the hassles of everyday life – one complained about feeling under the weather and another was stuck with a dodgy car battery. Unsolicited, we compiled thoughtful gifts including a first aid kit for the ill and jumper cables for the stranded, wrapped them up within the strict parameters of the client’s brand identity, and delivered them directly to the people in need within 24 hours of their tweets being posted.

The content we produced around the campaign was complemented by posts from the excited recipients and those who witnessed the exchanges. The stories began to tell themselves across various social networks, reaching 2,5 million people in a very short space of time.

Watch our full case study below: