Absa Sunshine Ladies Golf Tournament ‘She Drives her Story’

With ABSA being a sponsor for the Sunshine Ladies Golf Tournament, we had the opportunity to speak to women who have reached success in their respective fields.

ABSA is showing its support for women in golfing, but more broadly, we are showing support for women in business and personal wealth. We wanted to show that success is not just one dimensional.

We wanted to change the perception that people have of female golfers by looking at how male golfers are portrayed in the media. From here, the concept was created: She drives her story. To tie this further into the bigger brand positioning of Absa – Your Story Matters.

To further deepen the connection we told the stories of corporate working women that also enjoys playing golf – and that are actually very good at it!
These testimonials captured the journeys of two women in Absa who rose in their careers and overcame challenges to reach a level in their golf. The interviews and visuals were captured to convey their determination, rising against the odds, and the commitment it took to get where they are.

Social media content was created throughout the week showing players in action on the course, and Absa’s sponsorship content in the social spaces. This content was supported by influencer pieces and PR, which amplified the message to a broader audience interested in golf and women in business.

Key visuals and video content were translated to paid media assets, mainly focused on social and Google Display. The campaign positioning content was reworked for digital out of home and placed in prime locations relevant to professional and golf-related audiences.

Brand/Client: Absa

Marketing Agency: Lumico

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