Friday, 2 December 2011

Top 4 adverts and campaigns 2011 in Kenya's Banking industry

As the saying goes,neccesity is the mother of all invention,the undying urge of kenyan brands to be extra ordinary and gain market share and actually beat the stiff competition has led to some great marketing campaigns both on print and visual media.
Each of these brands in the Kenyan market is struggling to get an edge over its competitors.
Take for instance Stan chart commercial and billboards running on the tagline HERE FOR GOOD;HERE FOR THE LONG RUN.
That was a great campaign bearing in mind stanch art has been in business in Kenya since around 1910,They then run the ads showing marathon runners,displaying their brand as tough,withstanding and one that has withered storms in the industry.
They also used photos of rally cars which relates their toughness and strength in the industry.The advert ends with their tagline.That was awesome.
Still on the Banking industry another player Commercial bank of Of Africa runs a campaign dubbed TIME FOR MORE.Basically that is what everyone wants,more time to do what you love,more time to hang out with friends,work and meet your family.This was rolled out during their launch of |E banking and longer banking hours for their customers in some of their branches.The CBA bank has unveiled a new corporate image and has instituted measures that seek to improve its services to customers.The new corporate identity of an African map portrayed in an African cultural style seeks to cement the origin of the Kenyan owned bank  that was founded in Dar es Salaam about 50 years ago.
I must say i was impressed by their effort.

Equity bank on the other hand brought Royal media services on board to do the Equity Ndio Hii Hapa campaign.That was a great opportunity for them to leverage on royal media services coverage in Kenya and reach out to the common mwananchi.The road show sought to educate the public on the newly launched Equity Bank agency banking service, inform farmers on the availability of Equity loans as well as inform pupils on increased funding opportunities through the bank's scholarship programme. Franklin Macharia reports.Through royal media services they could announce towns they were to visit and create hype and gather huge crowds.With their previous campaign 'MIMI NI MEMBER' equity's current campaign tends to portray the bank as a major player in the Mashinani,bring equity closer to the people and with their current new product,the Agency Banking,The bank has reaped huge profits from their new revenue model.In fact as other banks were raising their base lending rates,James mwangi did not.

Barclays bank also did something notable this year by launching an awareness of their free ATM transactions with this fresh new advert based on the exciting dancing robot!I must say the first time i saw the advert i thought Equity bank should roll this out too....Their halls are so congested,sometimes during the end of the month there are long queues on their ATM's too.
That was a major plus for bar clays at decongesting their halls and saving on people's time.However barcays did let us down when they premiered a new ad for their new Ultimate account which has a roster of benefits, with no fees at ATM's, a Visa card etc. The star of the ad is Maqbul Mohammed a Capital FM Drive show presenter. All things considered its a very well shot ad the only problem being its plagiarized from the Old Spice Campaign. The Old Spice Ad won a Grand Prix at the Cannes Advertising Awards and reports are it increased sales of Old Spice by around 300%. Its an iconic, ground breaking campaign. So as much as we do admit imitation is the sincerest form of flattery, what this ad has done is blatant plagiarism of the idea and the script.
I’m quite disappointed in Barclay's.
With the current competition in the banking industry between banks,Mobile money,High interest and inflation rates,The role of each firm's marketing department becomes a cornerstone to the success of any bank.

For today we sample just four players in the banking industry,in my next blog we shall discuss on adverts in the telecoms industry.Lets see how each player is tackling the competition.
As it always is Marketing is the Force behind business.
Written by
Steve Ian


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