The finer things without the finer print

Barclays / Absa

Barclays Premier Banking rebranded to Absa Premium banking recently. Our brief was to leverage this rebrand to not only inform and excite our existing customers of the change, but to also drive recruitment. Premier Banking, as an existing product, has been in the market for a while now. However, a lot of high net worth individuals are not aware of the perks and accessibility of the service. In the sea of sameness (almost similar product with the competition), what we need is a better narrative.

summary

Barclays Premier Banking rebranded to Absa Premium banking recently. Our brief was to leverage this rebrand to not only inform and excite our existing customers of the change, but to also drive recruitment. Premier Banking, as an existing product, has been in the market for a while now. However, a lot of high net worth individuals are not aware of the perks and accessibility of the service. In the sea of sameness (almost similar product with the competition), what we need is a better narrative.

solution

'Banking but premium' Absa Premier banking is better banking. Here is why: similar services are offered to any other customer - pay, borrow, save; however, with premier banking, the difference is in delivery and overall customer experience. It is elevated because it is convenient, easy and tailored to fit your lifestyle. What is not commonly known is that a lot of current customers can access this level of service; they just might not be aware of it or the perks associated with it.