We transformed Absa’s existing digital properties to tell South Africa’s Prosper stories innovatively and created Absa’s first ever parallax webpage that translated a powerful manifesto into an interactive journey.

Users could type and submit their stories to the absa.co.za Prosper campaign page through rich media banners and share them using #ProsperSA on Twitter and Facebook.

Our unique campaign page technology crawled these social platforms for the hashtag and displayed each tweet and post as a white dot floating across the screen.

Users could interact with these dots by clicking on them to explore what Prosper means to fellow South Africans.

For each 1% of relative digital spend, campaign achieved 28% relative average campaign impact.

Across all media (print, OOH, cinema, television and radio) digital was the best performing medium across all campaign KPI metrics:

Awareness: Contributed to 32,35%

Equity: 40%

Value: 16,6%

Motivation: 25%

Imagery emotional: 35,7%

Each R1 million spent generated a 23.10% reach.

Campaign page yielded 125 144 visits (97.9% unique), 3:42 minutes average visit time.

14 million impressions achieved in three months.

Over 181 000 clicks achieved.

Page takeovers reached 1.6 million users per day.

Mobile and social campaigns achieved click-through rates 325% and 275% above benchmarks.