Stanbic IBTC 2018 Brand campaign draft 1

Partnerships with Influencers

• The reality is that people
engage more with ‘non-
branded’ content.

– It’s the reason why even
brands like Apple &
Samsung partner with
Influencers.

• We recommend
partnering with
Influencers who create
interesting content
around ‘You’ or the
celebration of ‘the
person’.

MEDIA

Channel Selection Audience Consumption

120 Media Penetration – TG V. AA 140

100 120

100
80

80
60

60

40
40

20 20
Audience %
Index

0 0
TV:
Radio: OOH: Newspaper: Magazine: Internet: Cinema:

Audience % Index

Media Selection will be done with a blend of Reach and Affinity

Source: Media AMPS 2016

Key imperatives

•To differ from other Brands in the Category
‘End to End’
•To communicate the brand value and the
unique set of services that are offered
•To develop close working relationships with our
customers and suppliers
•To direct the focus of customers to the issues of
quality and value for the money

We have identified key hurdles we
need to surmount to win

A highly competitive
environment with
veterans

Our winning approach:
Create a unique and disruptive approach to enhance consumer experience across touch points

OUR APPROACH

Awareness • To get our consumers to fully understand and see our campaign through impact
based media

• This will be driven via Reach and Frequency

• To drive engagement for enhanced consideration

• A combination Radio, TV, Digital, OOH and Print will be employed to reach the

Consideration TG

• Reward for call to action to be fully integrated

Action

Our strategy

Be in Context Drive
Engagement
Use TV as a Medium to be contextually
relevant. Connect with TG’s emotions Use Radio and Online to drive engagement
with the TG.
and passion points

Enhance Reach & Drive Product
Frequency Construct

TV to drive Reach and Frequency while With an Integrated approach on media,
Radio to be the major frequency driver to message to be seeded in the mind of the
break through the clutter during the Period
consumer.

Linking the strategy with TA
emotions

Be in Leverage Surprise,
Context Festivities and Anticipation &

Driving Celebration Joy
Engagement Moments
Optimism,
Reach & Leverage OAPs Anticipation,
Frequency & Station
Trust
Product Partnerships
Construct Trust &
Spots Optimism
placements in
high ratings Trust, Surprise &
Optimism
Genre

Content
Integration with

key platforms

Focus will be on Target Audience
Key Passion Points

Source: Media AMPS 2016

Lagos & SW TV Genre Lagos & SW Radio Genre

TG engagement opportunity revolve around indigenous movies on TV, Talk-shows, musicals and sports resonates highly with our TG in this
musicals, talk-shows and sports. Presence on News is very key to region. There is need for key content around these to be exploited on
reaching the TA. radio

Source: 2016 AMPS

SS & SE TV Genre SS & SE Radio Genre

TG in this region gravitate more towards Soap Operas, musicals and drama. On Radio, our TG in this region has strong resonance for musicals, talk-
Also news segments are to be utilized. shows and sports

Source: 2016 AMPS

Northern TV Genre Northern Radio Genre

TV strategy to be skewed more towards News, drama, soap operas, musicals & The northern TG consumes more Talk-shows, musicals, sports and

talk-shows. religious content on radio

Source: 2016 AMPS

Our Campaign Phasing Approach

Launch Sustenance

Launch

An Integrated Media Mix of Radio, Television, OOH and Digital

Radio Executions

OAPs will drive conversations using #...

▪ OAPs Hypes/Mentions will be explored and will run for 2 weeks
within relevant programs on Selected Stations
This will create talkability and curiosity

OAPS to use their Social Media Handles to create more excitement

Heavy ROS spots will be deployed on Stations with the highest
reach to create “Top of Mind Awareness”

Stations that command Spots will be placed The selected
high reach among the within Programs/Time- Stations/Programs will
Target Audience will be have a strong affinity
slots that resonates
selected with the Target index with our TGs
thereby making them
Audience and on Drive-
time slots the most effective
channel of

communication

Deployment

Drive Impact, Recall and Retention

Media Objective

To create and increase awareness of the upcoming Event

OOH Deployment Strategy
Sites will be strategically selected in some key cities such Lagos
and Abuja; The Focus will be on LED boards only so that Materials
can be easily replaced considering the duration of the Campaign

Board Utilization

Direction ➢ Tactical presence on OOH vehicles that deliver Impact / Reach /
Penetration

➢ Emphasis will be on Premium and Value boards ( Premium 77% &
spread and Penetration 23%)

Premium Boards Value Sites

Unipole, Portraits Bus Branding, Lamp Poles
& 48 Sheet
Message Impact &
OTS Frequency & Penetration

TOP OF MIND AWARENESS

OOH: Drive impact by leveraging our branches and
existing OOH

Leverage our branches: target minimum of 20 branches in
Key Locations as test

Deployment

FPC and Half Full page insertions will be deployed during the
Launch Phase of the Campaign to create Buzz, Curiosity and

Talkability

Titles Coverage The selected titles have a
strong affinity with the
Punch Pan Nigeria
TGs
Daily North
Trust Their contents are
lifestyle, Family oriented,
Vanguard East & South-
South Trends, Travel and
Entertainment,
information etc.

Digital
Execution

Display Ad: Programmatic and
Google Display

Use display banner to create massive awareness across all display
property to maximize reach and achieve the needed awareness for
that brand. To maximize awareness we will explore programmatic
ad buying and Google Display

Direct Placements to Create Impact
for the Campaign

In other to appeal to the Target Audience, we will place
impactful brand message on websites/blogs that resonates
with the Target Audience

Blog Post Placements on Popular
blogsites that have high readership

There is an opportunity for us to share information of the Event

Reach and Frequency to Maximize

Reach on Facebook

• We need to reach enough
of our audience – and reach
them just often enough to
drive impact. Reach and
frequency from Facebook is
a tool that helps us tell our
business’ story in a highly
predictable and effective
way, so we can control how
often people see our
adverts and even the order
they see them in

Overarching TV Deployment
Strategy

Use TV as a means to be in Context, Enable and Engage the
audience during the season

On Television, sensory communication with a Blend of
“IMAGERY” and “SOUND” will be integrated

Television will be used to drive Impact;
Reach and Frequency Approach
will be employed

Regional TV deployment- Our
Content Strategy

Strategically
Place spots
within relevant
Content in the

North

Leverage on Explore
"Gbajumo Nollywood
Osere" & movies on Top
"Aajiirebi" rated Stations

Key TV Executions

Spot Placements:
Spots Placements across markets.
Focus on Network Belt as priority and support with market specific

programmes

Recommended Copy Options:
60secs: Launch for 2 Weeks to communicate full mechanics
30/45secs: Cut Down after two weeks to drive frequency
15secs Mix: Different variations of 15secs to reinforce the campaign

Genre Considerations by Market:
• Lagos & West; Movies, Talk-shows, Musicals and Drama, Sports
• East; Soap operas, Dramas, Musicals and Sports
• North; Dramas, Soap operas, Musicals, Talk-shows and Sports

Sustenance

“Content is King” – Target Audience must be engaged with exciting
content to inform and Educate potential customers about the USP

of Stanbic IBTC

Medium ROS spots will be deployed on Stations with the
highest reach to create Top of Mind awareness and Disrupt
the Market

Stations that Their style of The selected
command high presentation will Stations will have a
reach among the endear them to the strong affinity index
Target Audience
will be selected TG with our TGs
thereby making
them the most
effective channel of
communication

Popular OAPs that resonate with the Target Audience will
be employed to create exciting Content around key passion
points

Opportunity: Leverage their social media assets to drive engagement
to further enhance Reach for Stanbic and drive a stronger brand
association leveraging their personality and popularity

4 Key Elements we must achieve

Fully leverage Key is to drive Must be Radio to be the
the popularity of engagement for contextually key driver but
the selected the brand and relevant with fully integrated
OAPs and Not enhance content and with social
promote their consumer themes tied to media platforms
brand awareness the way of life of for further
around the KBB the audience engagement
(Key Brand beyond Radio-
Benefits) Radio + social

Recommend Radio Programs using
Popular OAPS “Programs that
Resonate”

World A weekly countdown which will be themed
Cup around matches to watch our for in the
Countdow upcoming World cup
EnPL
Preview A weekly Program (On Friday) to Preview
the Key matches of the weekend

What’s A weekly gossip Program about the latest
Hot? Gossip, Trends and gist

Cinema Activation

• The Cinema culture in Nigeria today has grown
immensely

• This is an opportunity that can be leveraged
through branding opportunities as well as spots
placements within block-buster movies

• We should target Fri-Sun only where the cinema
footfall is on the high

WE NEED TO
TAKE
ADVANTAGE
OF SOME
MAJOR EVENTS

Opportunities for Q2

FIFA 2018 (June) Commonwealth Games AMVCA (March) Children's Day
(April) (May)

•Sports dominated quarter should be flooded with jingles and creative materials aimed
directly at reaching our target on sports programs on radio; Sports trip, drive time belts

Sponsorship on sport programs for the quarter to have brand presence and own the airwaves
during the period to circumvent clutter

•Buy spots on both terrestrial and Cable sports channels to run ads, scroll message, squeeze
backs and all campaign materials that can be explored across all channels and

•Press insertions in the dailies to commemorate the occasions during the quarter; Children's
day, Mothers day, Ramadan and Easter

Opportunities for Q3

Summer Holiday The Price is Right 2018 Back to School

•Deal package on TPIR, Engagement, product demonstration and Show Premiere
activation

•Leverage on the holiday by sponsoring top movie stations; Africa magic Yoruba
with indigenous materials for brand identity

•Back to school campaign across select radio stations with ROS and hypes on
specific programs

•Publications in News papers; back to school

Opportunities for Q4

•Press insertions for Commemoratory
events; Independence day, Christmas /
Boxing day.

•Sponsorship of events during Q4 as a build
up to Christmas and the social events
around it.; OLIC, Wizkid Concert, Davido
Concert

•Press insertions for Commemoratory
events; Independence day, Christmas /
Boxing day.

Brand Integration

Sensory communication with a
blend of Imagery and sound

Strategic Approach…

To leverage on the Viewership and followership of 3 Key Popular
programs that resonate with our target Audience to create Brand
Equity and Brand association for Stanbic IBTC’s offerings

Benefit to Stanbic IBTC

Inventory Benefits

Product Brand products will be subtly infused into the production of
Integration all the platforms selected to ensure maximum visibility and
association
Scripting
The scripting will be done around the brand by creating
Product scenes using popular characters in the Programs as
Display Advocates for Stanbic IBTC
Social Media
Amplification Branded Items will be strategically displayed during
Site Shooting production so serves as a recall medium for the brand

Cascading shot clips from the Program on Stanbic IBTC’s
Social media platform for incremental reach

Shooting of scenes within Stanbic IBTC Property/Assets for
Sensory communication

INTERNAL

Internal campaign

• We feel it is important that the campaign is
also ‘launched’ to the internal audience as
they are our ‘ambassadors’.

• We are recommending that the actually
launch the campaign to staff a week before it
breaks so that they are aware of the TVC and
also get a chance to experience some of the
activities we plan to run externally.

Internal ad

#You/ Are Appreciated.
Our People, #You deserve an applause for
all the unwavering work and zeal that have
been put into making StanbicIBTC what it is
today. While there is still so much to
achieve, we want to appreciate you for
exhibiting determination all these years in
moving StanbicIBTC and Nigeria forward.
Kudos!

Internal launch elements

• Ads on Blue Wave TV.
• Photo studio at lunch areas.
• Emailer to all staff.
• Inserts in staff publication.
• T-shirts.

TIMELINES