Stanbic IBTC 2018 Brand campaign draft 1

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DECEMBER 2015

Social Media Report

MARCH 2018 – DRAFT 1

DECEMBER 2015

Background

Stanbic IBTC is made up of about 8 different companies each
offering different financial services products. As such, the
organization positions itself as the one-stop financial services
organisation or 'Universal Financial Services Organisation
(UFSO).
This is a proposition we feel differentiates us in the market
and it is the focus of the brand communications.
But in addition, Stanbic's brand reputation is that people feel
that the organisation is 'arrogant' and only for 'rich' people.
So, in developing the brand campaign, we needed to not only
communicate the UFSO proposition but also communicate the
Stanbic is the financial services organization for everyone –
regardless of age, colour or creed.

Rationale

We wanted to create an ad that would
emotionally connect with our audience. So we
decided to not focus on the products - we all
know what a Financial services company does
and, not a lot of room to create emotional
engagement.
Instead, we decided to focus on showing that
Stanbic is the UFSO for whoever you may be.

CREATIVE

TVC – Talking Heads (the idea)

TVC – The Family (the idea)

Deepening the connection,
creating the story

We feel that the effectiveness of the tvc will depend
on people connecting with it. And if all we do is use
models, it will be advertising rather than story
telling.
So, we want to seed real people in the video. Real
people who have a link to Stanbic and a story to tell
so that when the viewer has finished watching the
tvc, they can go and find out more about the real
people we used.
We can also then use these same people for our
press ads as well.

The real people – Old

• Can we get the oldest
person Pensions has a
customer? Or does
Pensions have any
customers that are over
100 years old? Or,
anyone who will be
turning 100 in 2018?

The real people – T4AL

• We want to feature the
TogetherForALimb
kid(s).

The real people – A pioneer

• The organization’s
purpose is that it makes
Africa’s progress real.

• So, can we get a
'pioneer' customer from
CIB or PBB that is doing
something to drive the
progress of the country
or just their
community?

The real people - Talented

• We're thinking of
getting the Nigerian
Youth Orchestra to
remix the Stanbic jingle.

– The Youth Orchestra is
not a ‘official’ Nigerian
organisation. It is an
initiative of Ginuo
Musica.

The real people – additional ideas

• The Commonwealth Games is taking place from
4th April to 15th April. Could we sponsor one of
the athletes?

• Can we feature one of the celebrity customers
that Stanbic has? E.g. Basketmouth.

• Can we feature one of the Stanbic employees
who has an interesting story to tell? Yes, high risk
if they leave, but when they do leave, we can edit
them out. But it would help show that real
people work at Stanbic.

Press

You are – unique – beautiful – strong.
Whoever you are, whatever stage of life
you are at, there is only one Financial
Services organization that can take care of
all your needs. From cradle to retirement
and beyond, Stanbic IBTC will move YOU
forward.
To see the range of services we offer, visit
us at www.stanbicibtc.com

You are – unique – beautiful – strong.
Whoever you are, whatever stage of life
you are at, there is only one Financial
Services organization that can take care of
all your needs. From cradle to retirement
and beyond, Stanbic IBTC will move YOU
forward.

To see the range of services we offer, visit
us at www.stanbicibtc.com

On March 15th, 2010, gunmen attacked
Kadshina village and had men, women, and
children killed. Ahmad was lucky to have
survived. Sadly, he lost his father, his 7-
year-old sister, and one arm.
Having received a prosthetic arm as part of
the Stanbic IBTC Together For A Limb
initiative, Ahmad is now excited about his
future.

To read more about Ahmad’s story, visit
stanbicibtc.com/Ahmad

You're looking at history. At 105 years old,
Mama Clara has lived through 7 Heads of
State. Born in 1913, she is older than
Nigeria. Mama Clara is the oldest customer
Stanbic IBTC Pensions Managers has.

See her reaction the first time she saw
electricity. visit stanbicibtc.com/mamaclara

Imagine being able to travel from Lagos to
Kaduna in just two hours – by train. That is
the vision of Patrick Oluwole and together
with Stanbic IBTC CIB and a few other
banks, he is close to making this vision a
reality.

Learn how far Oluwole’s vision has gone,
visit stanbicibtc.com/Patrick

#You/Are a Trailblazer

Women's Rights and Gender Equality are
rightly hot topics today. Even though we
know that there is still work to be done, we
are proud that our previous Group CEO
was a lady. While we use her - Mrs. Sola
David-Borha as point of reference, we
celebrate all the trailblazing women in our
organisation and assert that we will
continue to #PressForProgress.

To read about some of the trailblazing
women working at Stanbic IBTC, visit
www.stanbicibtc/bwn.

Radio

We are planning to use the same content from the TVC as the radio script. The copy can be cut down and remixed to create short/long versions
and different versions depending on the media requirement. Once media recommendations are confirmed, we can also look at creating
versions that fit particular radio stations / programmes.

Male/Female V/O (with the tvc soundtract playing in the background):
You are
Beautiful
Determined
Elegant
Intelligent
Dauntless
Unique
Handsome
Extraordinary
Strong
Innovative
Famous
Funny
Talented
Your Life
Iconic
Aging Gracefully
Announcer: Whoever, Wherever, Whenever, Stanbic IBTC, there to move you forward.

PR

PR

• Press briefing
• Customer testimonials
• Interviews
• TVC review
• Feature articles

Press briefing

• A press briefing having journalists from tier 1 & 2 national and regional, including
photographers, will be organized to break the campaign..

• The journalists will be drawn from the Business, Online and Photography
segments

• The essence of the campaign and Stanbic IBTC’s growth plans will be explained to
this pivotal stakeholder group

• A press statement and photographs taken at the event will be pitched in the
media.

Objectives
• Reinforce Stanbic IBTC’s status as end-to-end financial solutions institution
• Sustain awareness for Brand Stanbic IBTC in 2018 and beyond
• Highlight the group’s expertise, experience and achievements
• Attract considerable publicity to the brand
Target media
• Major national newspapers
• Key regional media
• Online media

Customer testimonials

• Interviews will be conducted with three high profile clients of Stanbic IBTC Bank
• Those to be interviewed should fall within the private client, private banking and

executive banking categories
• Client will recommend the customers while XLR8 will conduct and pitch the

interviews in three key newspapers
• Press statements will be extracted from each interview and issued to the media
Objectives
• Enhance positive perception of the brand
• Showcase Stanbic IBTC’s support to individuals and businesses
• Restate Stanbic IBTC’s commitment to Nigeria and Africa’s developmental

aspirations
Target media
• Thisday
• Businessday
• The Guardian

Interview with Stanbic IBTC CEO

• XLR8 will conduct an interview with CEO, Stanbic IBTC for
syndication in The Guardian

• Interview questions will be developed ahead of the interview
• The interview will focus on the bank’s medium to long term goals,

highlight performance, assure customers and stakeholders of
brighter future and support
Objectives
• Enhance the reputation of the bank as Nigeria’s development
partner increase customer acquisition
• Project stability, reliability and strength
• Highlight Stanbic IBTC’s multi-sectoral expertise
Target media
• The Guardian

TVC review

• A review of the brand campaign TVC will be developed by XLR8 and
pitched in the media

• The article will take an in-depth look at the SIB brand, the
campaign, the bank’s products and services, its end-to-end
solutions, and other issues that would boost brand equity

Objectives
• Build brand equity
• Promote support for attainment of individual and collective

aspirations
• Project the bank as a reliable partner from cradle to grave
Target media
• The Punch
• The Nation
• Vanguard

Feature articles

• Two feature articles will be generated for media syndication
• The articles will highlight various dimensions of the campaign,

Stanbic IBTC’s heritage, expanding footprint in Nigeria, the one-stop
shop credentials, signature projects, etc
Objectives
• Enhance the reputation of the bank as Nigeria’s development
partner
• Highlight experience and expertise via group heritage
• Build brand equity
Target media
• Thisday
• Businessday

EXPERIENTIAL

Strategy

To engage our target at their Leisure , emotionally leading
them to make informed decision about Stanbic IBTC.
Flash Mob will be replicated across board : cultural ethics
will be infused in accordance to location
How about a “Flash Mob” and a “Cradle to Grave
Series”?

28

How our Flash Mob Activation works…

Two-pronged engagement tactic

AUDIO/VISUAL DIRECT BRAND

ENGAGEMENT ENGAGEMENT

• Sound • Brand collateral
• Orchestra • BAs engagement
• Singers • Brand Interactions
• Dancers • Photos

• At the center of the mall, a beautiful young woman sits alone,

playing piano
• The sound reverberates all over the mall and stop our audience on

their tracks

• Sound of Violin is heard.
• Then Cello. Flute. Trumpet. Saxophone. Organ…
• All combine to produce a beautiful sound

• One after the other, the players join the pianist at the center
from different parts of the mall until an orchestra is formed

• Shortly, members of the audience joins the orchestra until a full

choir is formed singing the Stanbic IBTC Jingle.
• Then…more audience join and forms a dance group.

• The combination of the orchestra, singers and the dancers

constitutes a massive musical group with a huge presence

that draws attention to the spot.
• Banners are set-up behind the orchestra as BAs move in to

engage the audience and share marketing materials
• Audience are also directed to a nearby setup for brand

knowledge and free pictures with provided props which will

be printed and fixed in a branded frame for them.

How our Cradle to Grave Series works…

We will get a movie producer to develop different dramatic/Dance Drama
representations/expressions of how Stanbic IBTC is “a partner on life's
journey” that speaks to different target (age bracket and needs).
These scripts will be brought to live by seasoned actors

• A teaser will announce the launch of the campaign and an invitation to an
agreed venue to watch – A Partner on Life’s Journey…….

• After the launch, these series will be uploaded on social media to
continuously speak to the target

Photo studio

• We could also set up a photographer’s studio
at high traffic locations / malls so that people
can get portraits of themselves taken.

• Then the people get to choose the frame they
want the picture in.

• The frame will be branded with the headlines
from the campaign .e.g “You are beautiful”.

Digital Leveraging

TEASER

To make people want something or want to see something
that will be offered or shown at a later time. This creates
curiosity and anticipation.

Few days to the activations we will run teasers on social
media via influencers hinting that there is something
big/huge about to happen at the malls (1,2,3) at a particular
day and time.

During Activation

We will leverage on Social Media live feature to broadcast some of
the activations live.
Live is the best way to interact with viewers in real time. Feeding
their burning questions, hear what's on their mind and check out
their Live Reactions to gauge how your broadcast is going.

During Activation

Create a unique QR code and once scanned it redirects target to
the official website about the campaign / Stanbic IBTC offerings.
The QR code will be printed at the back of the mobbers T-shirts
and fans can scan for details during activations.

Activation location

Lagos
Proposed Touchpoint- Ikeja City Mall
Abuja: Jabi lake Mall
PH: Shoprite Mall

Reach (Malls)

Activation Day Daily Estimated Eyeball Total Direct Reach
1 day Reach

6000 2000

Preproduction

• Recce identified and agreed venues
• Meet with Gate keepers and present letters
• Agree and obtain permits from stakeholders and necessary

authorities. Get all approvals to activate touch points.
• Agree dates and timing/finally draw up a route plan

DIGITAL

Digital

• Share campaign materials online.
• Microsite to house the stories.
• Interviews with the ‘real people’.
• Partnerships with Influencers.

Sharing campaign materials online

• The cover photos on all platforms will be
changed to feature the brand creative.

• We will share the campaign materials on our
owned platforms.

– To create engagement, we will also invite our
community to share their own content relating to
#YouAre…

Microsite

• We are recommending that we create a specific
url for the campaign – www.youare.ng.

• Part of the strategy for creating deeper
engagement was for us to use real people with
interesting stories in the creatives.

• The plan is to house these stories in more depth
on the microsite so that those that are interested
can find out more.

• But it should be noted that we are planning to tell
the person’s story, not Stanbic’s story. This is not
a testimonial campaign.

Interviews

• In addition to housing their
stories on the microsite, we feel
that we can look to interview
these real people to give our
audience the chance to interact
with them live.

• Depending on who the person is,
will dictate how the interview is
broadcast.

– So for example, if we are talking to
the oldest Pensions customer, it
would not work to have him/her
answering questions live on
Twitter.

– Instead, we can record the
interview and have it available as a
podcast.