Absa E’Kasi Brings Insights to the Loxion

A rollicking, frolicking insight into township life and times, Absa E’Kasi tells the story of a family who experience their own financial transitions and aspirations.

8 shows. 2 years on air. 5 Languages – isiXhosa, isiZulu, Sepedi, Sesotho and Setswana.


Mortimer-Harvey asked Creatrix to communicate Absa products and brand values to their middle market segment via an interactive feature on radio. Media strategy suggested the Big 5 SABC radio stations with the objective of building brand love and educating Absa customers to become financially responsible.


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.


A second series of the feature was created to inform and educate listeners about Absa’s insurance and investment products. The interactive competition drew thousands of listeners to interact with the brand.


Synergies: Creatrix, Mortimer-Harvey, Heart of Hearing Studio, Howard Audio

  • Concept and Creative Direction: Creatrix
  • Scriptwriting, Idiomatic Translations: Creatrix
  • Agency: Mortimer-Harvey
  • Studio Recordings, Sound Design, Edit & Mix: Heart of Hearing Studio
  • Campaigh Anthem: Lynn Joffe & Adam Howard
  • Musical Direction & Production: Howard Audio

Clips from five different languages in which the series was created, are used here for an audio collage of one of the programs. Take a listen.