Absa is one of the largest banks in South Africa, it also had the largest footprint of branches. They wanted to significantly reduce the cost of so many branches by getting customers to use their 9000 ATMs or digital banking. However, a lack of knowledge of services available meant that many customers still went in-branch particularly at month-end.
Given an extremely diverse clientele with varying education, financial, language and cultural differences our solution was to keep the messaging really simple. Illustrations with short messaging were used in-branch to explain to customers the benefits of changing their behaviour.
Absa has subsequently reduced it's footprint by 25%
To further educate customers we created a pocket z-fold and a brochure with easy-to-use, benefit-driven, step-by-step infographics that would be given to customers in-branch. Absa employees would also be able to use the material to assist customers.
CLIENT: Absa Bank
AGENCY: FCB South Africa
ROLE: Concept, Concept Development, Art Direction, Graphic Design
