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Citizens bank launch new campaign
Citizens bank launch new
campaign
KASIE OKONKWO
Citizens
International bank Limited will next week launch a new corporate campaign with
the theme What do you want from life? The campaign will also put emphasis
on rewarding its customers.
Announcing the kick-off at the corporate
headquarters of the bank at Ahmadu Bello Way, Victoria Island yesterday, the
Managing Director, Mr Toni Phido said the campaign was very important to the
bank as it was part of its repositioning activities.
The campaign which promises to be an
obvious radical departure from the conventional advertising would address
for the first time customers expectations not only of the banks customers but
that of the Nigerian citizens who aspire to do something positive for
themselves.
Explaining the origin of the concept of
the new campaign, the client Service Director of DDB Casers, managers of the
account, Mr Okon Iyanam said the idea came out of a careful look at the
environment and the need to address what customers want out of life beyond
money.
"After a careful look at the environment,
we sat back and asked ourselves, shouldn’t we keep quiet for a moment and listen
to our customers. What do they want in life beyond money," he stated.
Mr. Iyanam added that the approach would
enable the bank tailor solutions that would help customers achieve their
aspirations in life.
"For a citizen, we believe that you have
the right to succeed. We, therefore, seek to encourage people to aspire
responsibly. It is on this premise that we conceptualized a campaign that rests
on a platform of social responsibility hence the theme "what do you want from
life".
The campaign is a multimedia comprising
press, radio, television, and outdoor and would be executed in two phases.
The first phase, Mr Iyanam explained,
would be a full page colour interactive press campaign that would run for one
month. Starting from end of next week. A simple question "what do you want from
life?" would be asked and a blank space provided for people to fill in their
response which will be sent to Post Office Box 53820 Falomo, Ikoyi or to
[email protected], an e-mail address specifically opened for this purpose.
At the end of this phase, the first 1000
respondents will be rewarded with gifts while ten most insightful responses
would be published.
The second phase would be a reflection of
the responses fro the first phase.
According to Iyanam, the second phase of
the campaign, which will break simultaneously in the press, radio, and Tv
pan-Nigeria will run to November this year. This is in addition to 48 sheet bill
boards that would be deployed in strategic locations in eight cities to serve as
a reminder medium.
Mr Iyanam further explained that an
interactive communication material would also be deployed at the second phase of
the campaign across the branches to get a feed back of what the employees want
from the bank.
The idea, he stated, was to feel the pulse
of the staff and give them the opportunity to share their aspirations with the
management in order to address some internal issue not openly expressed.
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