Absa is bringing its brand promise closer to home, focusing on the personal milestones, financial decisions and relationships that shape people’s lives. The bank has launched a new South African campaign, “When that moment comes, you have us,” alongside a landmark partnership with Kenyan marathon legend Eliud Kipchoge.
The partnership sees Kipchoge become Absa’s Official World Tour Financial Partner, connecting the bank’s message of financial support with the athlete’s philosophy that “No human is limited.”
While Kipchoge has built an international reputation through his achievements in long-distance running, the campaign looks beyond the finish line to recognise the determination, discipline and support systems behind every major accomplishment.
For Absa, the message is that success is not always about achieving something extraordinary. Sometimes, it is about buying a first home, starting a business, welcoming a child or navigating an unexpected financial challenge.
Candice Thurston, Chief Marketing and Corporate Affairs Officer for Absa’s Personal and Private Banking Pan Africa business unit, said the campaign reflects the bank’s commitment to supporting customers through significant life moments.
“We recognise that every financial decision is connected to a deeply personal moment. Behind every home purchase, wedding, new business venture, growing family or unexpected life challenge is a person looking for confidence, support and a trusted partner,” she said.
Beyond the campaign messaging, Absa is highlighting products designed for customers at different stages of their financial journeys. These include the Absa Transact Account, priced at R7.50 per month, and Ultimate Banking, which offers additional banking features and protection. Eligible customers can also receive up to R25,000 cashback through Absa Rewards when taking out their first Absa home loan.
Meanwhile, the partnership with Kipchoge will extend beyond advertising, with plans for exclusive customer experiences, leadership conversations, digital storytelling, wellness initiatives and community programmes across Absa’s Pan-African footprint.
Group Chief Marketing and Corporate Affairs Officer at Absa Group, Sydney Mbhele, said Kipchoge represents what can be achieved when talent, discipline and purpose come together. He also highlighted the athlete’s journey from a small Kenyan village to global recognition as an inspiration for customers and communities across Africa.
Kipchoge, who has been an Absa customer for years, said the partnership was built on trust and a shared belief in teamwork. He also spoke about his ambition to run seven marathons across all seven continents as part of his vision to make the world a running world.
A new television commercial featuring the marathon champion launches across Absa markets and social media platforms, bringing the campaign’s central message to audiences.
Ultimately, the partnership connects two African success stories around a common idea: ambitions may differ, but the right support can make a meaningful difference along the way.
