Note: the Absa “Save for Change” music video is one of 600 trends pulled from the Springleap Creative Insights Platform. For further information on subscribing to the platform, go to www.trends.springleap.com
Although traditional advertising can still be used as a great tool for effective consumer engagement, brands who step out of convention can accumulate a wider range of interest. Speaking of interest, this exactly what Absa has done. They produced an unconventional TVC to encourage customers and untapped markets to save by showing the long-term benefits. In fact, it was filmed in the direction of a music video, the idea of which seems to be trending in South African advertising.
Re-orchestrating “Trading Change” by Capetonian (and now world-renowned) artist Jeremy Loops, the music video features a collaboration with Cassper Nyovest. Ultimately, the Absa “Save for Change” track became known as Power Changes.
By showing consumers what saving money can do for them in a very emotionally driven way. In most scenes, emotional situations capture the attention. The video portrays the frustrations and torment that being short on cash can bring, and then how much difference it can make to have a little bit saved up. With two very well-know local artists spearheading the musical input, the relevancy is only amplified for a wider South African market.
The Absa “Save for Change” music video
Absa Save for Change - Why did it Trend?
The Absa “Save for Change” music video is not appealing to a specific target market, but would definitely capture the attention of emotionally-driven individuals. As the scenes deal with “hard times”, many South Africans would be able to relate to being reflective of the situations they are viewing in the music video. Arguably one of the most impactful scenes is right in the beginning when the video shows a young married couple who are struggling to pay the bills.
Apart from the emotional elements of the music video, Absa has helped to break away from the stereotype of money being superficial. The encapsulating music video instills the idea that money can be used to improve oneself and lead a better, more secure and happier life. Ultimately, the message is communicating that saving money can help consumers live life to the fullest, and take away the stress of what might happen tomorrow. A fantastic creative flare is noticed as one realises that that the percussion base line is actually the sound of coins; a great strategy that ties in with the underlying concept.
One cannot ignore the feeling that this music video is trying to inspire. By creating an emotional atmosphere, Absa has targeted a much more diverse market. The soundtrack is clearly local, and the familiar voice of Loops along with Nyovest’s Umswenko styled dancing makes it all too clear that this message is for South Africans.
Absa Save for Change - Competitor landscape
The banking industry in South Africa is known for it’s impactful ads. While Absa has taken the stance of an emotionally-driven feel good concept for this music video/TVC, their competitors are taking slightly different approaches to leverage themselves for market share.
Standard Bank has been running with their Never Stop Moving Forward campaign (aligned with their slogan, “Moving Forward”). The TVCs are based on the concept of physical endurance. To solidify their newfound association, the brand has sponsored the Ironman Africa Championships.
FNB, which is known for their impactful branding measures and fantastic customer service, rolled out an impactful campaign at the end of last year advertising how they have “reinvented” the way people save money; giving customers complete control over their savings; time period, access and amount. The campaign used old-timey devices crossed over to present times, and the struggle that they would pose to everyday life.
Absa Save for Change - Insights & Consumer Trends
Consumers love elements of advertising that are “local ‘n lekker”. Any South African would be able to tell within a few seconds that this ad was meant for local viewing.
Consumers can also relate to personal situations that have challenged them in the past; namely financial frustrations. Using local artists as a platform for sparking a creative message is a brilliant strategy to use, especially in South Africa where the music scene is currently more powerful than ever before!
Naturally, the Absa “Save for Change” is longer than a traditional TVC. A great insight into consumers is that there needs to be a constant element of entertainment or a gripping story to grab their attention for four solid minutes. Emotional stories like this one empathises with consumer’s situations, and once that’s been done the hype will develop organically. It’s also a strategic move to include a positive ending to a brand story, as consumers will associate their future as a positive one too.