Citizens Bank Unveils Corporate Campaign
By Tunmise Adekunle
Citizens Bank has rolled out a corporate advertising campaign tagged, "What do you want from life". The campaign is said to be radical departure from the conventional bank and other financial institutions advertising.
At the unveiling ceremony held in Lagos, the managing director of the bank, Mr. Toni Phido said its a concept aimed at tell cutomers what a bank would do for them regardless of their expectations from the bank.
"Alter 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 the want in life. beyond money. We believe, that taking this approach will enable us tailor solutions that will help our customers to achieve their aspirations in lile. For as 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," he stated
The campaign which is a multimedia campaign comprising Press. Radio. TV and Outdoor will be executed in two phases.
The first phase will be a full page colour interactive press campaign that will run for one month with a simple question. What do you want from life? A blank space will be left lor people to send their response, The first 1000 respondents will he rewarded with gifts while 10 most insightful responses will be published. The press materials that will be deployed in the second phase will be a reflection of the responses from the first phase.
The second phase of the campaign will break simultaneously in press, radio and TV Pan-Nigeria and will run up to October/November. In addition. 48 sheet billboards will also be deployed in strategic locations in eight cities to serve as a reminder medium.
At the point of breaking the second phase of the campaign, interactive communication would be also deployed internally across our branches of the bank to feel the pulse of staff and give them the opportunity to share their aspirations with the management. The responses is expected provide us some information needed to address some internal issues that are not openly expressed.
The campaign would in the end help the bank feel what its publics want to be happy in life. We will address this substantially after the campaign, says Mr. Tony Ndiulor, the bank's head of corporate affairs.
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