What does a bank have in common with a cup of coffee, an adapter, a cowrie or a cake? This is part of the focus of Absa Bank Ghana’s new advertising campaign which is expected to have the capital talking for most of the first quarter of 2022.
The thought-provoking advertising campaign uses powerful creative imagery of unique products from multiple sectors of the economy and links their relationship to Absa Bank’s corporate banking mandate across the country and continent.
This is complemented by sector executions (Infrastructure, Manufacturing, Agriculture, Telecom, Oil & Gas, Power, Mining Financial Institution and Consumer Goods) across a multiplicity of media channels and platforms.
The campaign, designed to shimmer and sparkle in Ghana’s capital and other regional hubs on January 24, 2022, uses four points of proof – global reach, digital solution, value chain and expert solution – to publicize the credentials of the Bank’s corporate bank.
The importance of Absa Bank Ghana in Ghana’s economy has been a constant feature of the country’s development journey for over a century.
The Bank has supported several sectors, including empowering businesses to be sustainable and helping clients with transformative investment services. It has become a symbol of Ghanaian financial identity since its beginnings as Barclays Bank in 1917.
The corporate banking sector, in particular, has a history of consistent financial support in many areas, including licensing companies in the cocoa sector and the largest single-day issuance of national currency in Sub-Saharan Africa at $2.25 billion in 2017.
In addition, Absa Bank has acted as lead arranger for a number of significant transactions in the finance and energy sectors in Ghana.
As Regional Corporate Director for West Africa at Absa Bank, Ellen Ohene-Afoakwa said: “Our fundamental task is to provide value, experience, expertise and scope to ensure that our clients can place their businesses at the forefront of the financial world, while positively impacting their communities and fueling their global vision.
“We are relevant in all sectors of the Ghanaian economy, whether private, public, small or large, and we will continue to make capital available to grow markets, transform the continent and sustain our image as partner of choice. ”
Ultimately, the ad campaign is a call to action for potential and current businesses to partner with a bank with demonstrable bravery and expertise to get things done.
The campaign will use all key touchpoints in the external media space (TV, online, radio, outdoor, public relations) as well as an ambitious digital and social media approach.
Its innovative creative execution will undoubtedly elevate the conversation around the crucial role Absa Bank plays in Ghana’s economy.