With the launch of Absa’s new financial and lifestyle solution, Potentiate, came the challenge to introduce brand new banking technology never-before-seen in South Africa to the public.
We wanted to ensure that such a technologically advanced product was complemented by an equally technological and fresh marketing solution.
Pinterest was a perfect platform as it integrated new technology, a fresh concept and was relevant to our young professionals and graduate target market.
We devised the Potentiate Pin My Dream campaign.
The campaign enticed Absa Facebook fans to pin images of objects that they aspired to own and divided these into sections for the campaign’s duration.
They were Motor, Travel, Home, Gadgets and General, all the aspirational items that Potentiate could help them acquire.
We created a Pinterest-style board on Absa’s Facebook page where users could pin their dream objects and built a bookmark that lived on their browsers and enabled them to pin images from anywhere on the internet to their boards.
This web navigation tied in with the Potentiate positioning of navigating your potential.
Users had the option to share their pins on other social networks and could win R1 000 per week and R10 000 per month.