LEVER­AG­ING THE BOKS

Finweek English Edition - - ADVERTISING & MARKETING -

ABSA HAS launched a mas­sive cam­paign to lever­age its spon­sor­ship of the Spring­boks at the Rugby World Cup. A TV ad jour­neys through “a day in the life” as the Boks awaken at dawn and pre­pare for the game. Sup­port­ers can also take a place in the Team of Mil­lions: a pho­to­graph of the team in front of thou­sands of fans – and get in line to win prizes such as a trip to New Zealand, lunch with your favourite Bok and a seat at their of­fi­cial farewell func­tion.

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