In 2006, Guaranty Trust Bank desired a new marketing campaign to exploit and promote the equity in the Bank's brand.

Alder set out to design a campaign that would augment the Bank's market positioning and mind share, with a view to cementing the Bank's leadership role within the post-consolidation banking milieu in Nigeria. The campaign was crafted to reinforce the Bank's positioning as an iconic brand as distinct from an iconoclastic brand. (Guaranty Trust reinvented the concept of service in the banking industry, when it began operations in 1991).

In developing the campaign, we considered the target audience and existing communication gaps in addition to the outlined marketing objectives. Then using our proprietary Conversational Branding model, we designed a campaign to engage the 5 senses, giving the public something they could feel and touch.

We researched the key reasons why customers stay with the Bank, developing a set of values and rules that underscored the Bank's continued success, which we tagged the Orange Rules. Then, employing the Bank's logo as key brand input (the orange box), we deployed marketing messages on large orange boxes, using them as art installations on city streets and key meeting points like cinemas.

The campaign was distinct in approach and feedback from the market has been highly positive, in terms of renewed customer loyalty and the new accounts that have been opened.

We have held strategic sessions with the Guaranty Trust Bank subsidiary in Ghana on market penetration strategies.

Gallery
Click here to view some of the designs developed by Alder for Guaranty Trust Bank Plc.