Absa E’Kasi was created to bring information and entertainment to the mass market from their point of view. Returning to the loxion after a broken relationship, E’Kasi’s female protagonist sets off on a journey of self-discovery that influences her entire family. An 8-part soapie on 5 ALS stations flighted weekly with repeats on weekends and a content-based competition.

Radio was the main element of this campaign, synergised with exciting street theatre that played near taxi ranks and other rush hour locations. An interactive competition gave client the ability to follow up on leads and turn the brand story into sales.