The Bank was faced with several problems especially low trust level from people resulting from fund mismanagement which eventually led to change in leadership of the bank.
Also poor savings culture of the people, heavy dormant account, cash-reliance economy, election fears, and illiteracy. And on the side of the competition, a promo clutter in the marketplace that create a strong entry barrier.
Amongst several challenges faced by the bank, Touchstone was contracted to create a create a promo strategy to deepen its customer and deposit base. The promo is is to re-awaken the massive dormant savings accounts, increase deposit level through savings and increase customer base.
Touchstone created strong promo strategy expressed through radio, outdoors, BTL and interactive media.
Millions of dormant account were awakened and new accounts were opened. In the promo, 200 LCD Tvs, 10 brand new Toyota Corolla cars and a 3 bedroom flat bungalow were won. The customer base and the deposit level of the bank skyrocket, which eventually helped the bank’s recent economic relationship with Access Bank. The bank again is strengthened and the lost trust returned.
After what was widely acknowledged as the “most seamless merger process in the banking industry” Intercontinental Bank Plc, Nigeria 4th largest bank was poised to reposition its corporate brand. A new brand proposition encapsulated by the theme “Happy customer Happy Bank” was adopted by the bank as its new
brand strategic thrust after successful consolidation
To actualize the brand’s new strategy thrust, Touchstone was briefed to develop a thematic brand projection and activation plan with the objective of building a solid platform on which the brand can leverage on the theme to widen its brand prospect and value.
After a thorough analysis of the brand assets, value proposition, mission, vision and transactional model that
support the new theme, it was established that to build on the thematic concept of “happiness”, there was need to heighten the overall customer experience of the brand, extending the concept beyond purely banking transactions into everyday manifest value for the customers.
The campaign explored the different aspects of the customer’s daily quest for happiness. A valid reference was built on the theme anchored on the brand promise of excellent customer experience and deplored using all available vehicles of communications. For memorability, a unique sonic branding vehicle was developed for the bank and deplored to all its branches nationwide-the first time ever that a bank brand will use such in Nigeria.
For a bank that had often been regarded as highly conservative, the campaign broke new grounds in financial services branding and generated highly positive reviews in the media. It was adjudged one of the best financial services campaigns of the year.
The campaign was so successful that it generated a very high level of awareness for the brand, to the extent that the brand is now being referred to as “the happy bank”.