Absa Bank Kenya has unveiled a new campaign aimed at encouraging customers to embrace digital banking and card payments.

The "Change Your Story" initiative is part of the bank's broader commitment to financial inclusion and enhancing customer experiences.

Running until December 31, 2024, the campaign features exciting prizes, including a grand prize of Sh1 million for three lucky winners.

Additionally, weekly draws will offer shopping vouchers, dining experiences, and weekend getaways.

To participate, customers can open a new Absa account and obtain a debit or credit card.

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Subsequent transactions, such as spending Sh1,000 or more on a card, depositing Sh10,000 weekly into accounts, or conducting five weekly transactions through digital channels, will earn additional entries into the draws.

Moses Muthui, Absa Bank Kenya's Consumer Banking Director, emphasized the campaign's alignment with the bank's brand promise.

"The 'Change Your Story' campaign goes beyond rewarding our customers," he stated. "It seeks to bridge the digital divide in Kenya, promoting a shift from cash-heavy transactions to secure, convenient, and user-friendly digital and card payments."

Muthui further highlighted the campaign's role in building a more inclusive financial ecosystem.

"Through this initiative, we are rewarding those who engage with us while simultaneously raising awareness of the benefits of card usage for both customers and non-customers," he added.

In addition to the grand prize, customers can also win holidays to Kenya's renowned national parks, including the Masai Mara, Ol Pejeta, Amboseli, and Nairobi National Park.

Fine dining and fuel vouchers will also be awarded.

The campaign comes as the use of card payments in Kenya continues to grow. According to the Central Bank of Kenya, there were 4,392,638 total card transactions in the country as of February 2024.

However, the 2024 KPMG Kenya Banking Industry Customer Experience Survey revealed that only 44 per cent of the 39 million customers served by banks in Kenya used a credit or debit card, indicating room for further adoption.