Background

Agile Communications Limited is the central coordinating agency for all marketing communications endeavors of the six FirstBank subsidiaries in Sub-Saharan Africa. The list includes FBNBank DRC, Gambia, Ghana, Guinea, Senegal, Sierra Leone.Our services include market visits, and periodic environmental scanning and reporting in liaison with in-market agencies.

Insight gotten from the referred market visits and accumulated scans informed the need for a brand introduction.

Problem:

The bank seemed to have snuck into the market corporate campaign to formally introduce the brand in the identified markets which left room for confusion in brand identification, especially as they existed other brands in various markets in the same sector with similar titles, colour, logos, e.t.c.

Approach:

Create a corporate campaign with the brand theme/DNA “You First”.
The campaign was to further amplify and reinforce FBNBank’s presence while assuring customers of commitment to them as the utmost priority.

A unified campaign was advised for monolithic messaging and cost effectiveness. With the FBNBank being a relatively new brand in the identified markets, the communications agency played strong with the mother brand’s heritage and reputation. FirstBank of Nigeria is one of the strongest financial institutions in Nigeria, with over 126 years in the business and still going strong. With such legendary achievement comes an inference of great experience which would naturally be passed on to its subsidiaries. This is our message.