Daily Independent Online.
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Monday,July 19, 2004.
Citizens
Bank unveils corporate campaign
By Dele Alao
Business Reporter, Lagos
Citizens
Bank has come out with a corporate campaign aimed at meeting the expectations
of its customers.
The campaign tagged: What do you want from life? a concept developed by DDB Casers,
a Lagos-based marketing
communications firm, is basically to elicit responses from the populace, as
well as the employees of the bank,
on what they actually want from life and in which they think the bank
can be of assistance. The campaign, said to be a multimedia campaign, will be
executed in two phases.
The first phase will be a full page colour
interactive print media campaign that will run for one month. A simple
question: What do you want from life? will be asked and a blank space will be
left for people to send their response through already created email and post
office boxes. At the end of the
first phase, the first 1,000 respondents will be rewarded with gifts while 10 most insightful
responses will be published.
However,
the press materials that will be deployed in the second phase will be a
refection of the responses from the first phase.
The second phase of the campaign is expected to break
simultaneously in the print
electronic media.
It
will run up to October and November, this year. Besides, outdoor medium in
eight cities to serve as a reminder of the campaign will be on for a year.
