ABSA recently launched a Micro-loan as an immediate and attractive resource for those needing cash to complete unforeseen or unexpected obligations. Within ABSA's prime target market are many millions of commuters, including those in the lower LSMs, which ComutaNet media platforms interact with on a daily basis.

ABSA tasked ComutaNet to build an effective, two-month campaign to educate consumers on the benefits of ABSA Micro-loans and to focus the communications on people passing through Johannesburg's commuter dense Park Station and Baragwanath areas.

ComutaNet initiated it's powerful sampling format, using promoters to explain the mechanics of ABSA's

Micro-loan, simultaneously creating an exciting vibe during high-traffic periods with informative leaflets containing questions related to the Micro-loan. To increase audience attention and participation, commuters who correctly answered each question were rewarded with gifts.

The substantial giveaways prompted enthusiastic audience response, and commuters received hundreds of ABSA branded pens, water bottles, bath towels, caps and T-shirts.

ABSA's Micro-loan takes care of small and temporary financial inconveniences enabling borrowings of R2 000 to R8 000. Loans in excess of these fall into different categories. To support the promoters' activations ComutaNet branded the surroundings with ABSA posters and pull-up banners.

The generous giveaways, the promoters' skills, the vibe, and the branding, drew the attention of thousands of commuters making ABSA's Micro-loans top-of-mind amongst both the needy, and the not so needy.

Dipstick research showed the promotion was exceptionally well received with commuters showing great interest and commenting favourably on ABSA's Micro-loan. These included "I can start my own business with an ABSA Micro-loan", "It's a bank I trust and obtaining a loan is simple and clear", "I don't bank with ABSA but they were able to give me a loan, I like it".

"The ABSA promotion demonstrates ComutaNet's ability to effectively reach and communicate with audiences specifically targeted by clients. Well planned and executed brand activation triggers commuter interaction creating phenomenal exposure and excitement for the advertised product," says Kevin Kirby, Group Marketing Manager for ComutaNet.