From ₦100 Billion to over ₦800 Billion: Touchstone’s Branding Blueprint Behind First Bank’s IPO Success

When Branding Made History: Touchstone's brand strategy for First Bank’s Record-Breaking IPO

In 2007, the Nigerian business world witnessed a branding phenomenon that still echoes across boardrooms today. First Bank of Nigeria launched its ambitious ₦100 billion Hybrid Offer—branded boldly as “The Big One”—and what followed was nothing short of legendary.

With a powerful blend of strategic communications and cultural intelligence, Touchstone Limited helped shape a campaign that not only sold an offer—it moved a nation.

The Result?

• 755% Oversubscription—over ₦800 billion raised against a ₦100 billion offer

• First Nigerian company to achieve this feat at the Nigerian Stock Exchange

• ₦2 trillion market capitalization just a year later

• First Nigerian Bank and first listed company to reach such a valuation

📖 Read the full story on First Bank’s heritage of firsts

Strategic Thinking Behind “The Big One”

At the core of this success was strategic thinking: a deep understanding that this offer was not just a financial transaction—it was a cultural moment. Touchstone's mission was clear:

“Make every Nigerian—regardless of tribe, class, or language—feel that this offer belongs to them.”

We built an integrated campaign that touched every sensory point, every demographic, and every region:

Touchstone’s Nationwide Brand Activation

🎙️ Radio Jingles

• Delivered in English, Pidgin, Yoruba, Hausa, and Igbo, these were more than jingles—they were personal invitations.

• Played across Nigeria’s top FM stations daily, they made “The Big One” a household phrase.

📺 TV Commercials in 3 Languages

• High-quality, story-driven commercials ran in English, Pidgin, Yoruba, Hausa, and Igbo.

• Emphasized unity, legacy, and trust—values Nigerians associate with First Bank.

🐘 The Elephant Walk

• A full-grown elephant branded in First Bank merch was paraded in Marina, Lagos.

• It caused traffic, media buzz, and photo ops—symbolizing strength, stability, and a brand you can’t ignore.

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📰 Newspaper Ads

• Full-page spreads in major newspapers like The Punch, Vanguard, and ThisDay highlighted key offer messages.

• Ads balanced credibility with accessibility, appealing to both the mass market and high-net-worth individuals.

📄 Flyers & Handbills

• Distributed at bus stops, markets, banks, and airports.

• Designed to be instantly readable and relatable—no jargon, just clear benefits.

🎯 Branded Banners & Billboards

• Positioned in high-traffic areas in Lagos, Abuja, Port Harcourt, Kano, and Onitsha.

• Giant elephant graphics and bold “The Big One” messaging turned roadsides into media runways.

👕 Branded T-Shirts & Street Teams

• Touchstone coordinated hundreds of street ambassadors across cities wearing First Bank branded T-shirts, hats, and offering branded souvenirs.

• The people became the media.

What Made This Campaign Work?

Three things:

1. Strategic Localization

We didn’t just “translate”—we culturally transformed the message to resonate in every Nigerian language and region.

2. Multi-Touchpoint Immersion

We created a full sensory experience—sight, sound, interaction. The brand was everywhere, on everything, and in everyone's language.

3. Emotional Branding

We didn’t sell shares. We sold pride, ownership, and legacy. We invited the average Nigerian into the future of finance.

Why It Still Matters Today

Fast forward to the age of AI, robotics, and digital transformation—branding is still what separates visibility from memorability. The companies winning today are those who connect at a human level, just like First Bank did in 2007.

You can have the best tech.
You can build the smartest platform.
But if people don’t feel your brand, they won’t follow it.

🚀 Need a Branding Partner That Thinks Like This?

At Touchstone Limited, we don’t just create ads—we architect brand movements. Whether you’re launching an IPO, rebranding your startup, or building a new product, we’ll help you lead with strategy, not just style.

📞 Let’s write your “Big One” story.
📩 Email us at info@touchstonelimited.com
🌐 Visit www.touchstonelimited.com

Touchstone Limited — Dream, Create, Excel.