alder case study

Guaranty Trust Bank wanted 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 mind share, with a view to cementing the Bank's leadership role within the Nigerian post-consolidation banking milieu.

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 Nigerian banking industry, when it began operations in 1991).

Guaranty Trust Bank plc was incorporated in July 1990, as a private limited liability company wholly owned by Nigerian individuals and institutions. The Bank was licensed as a Commercial Bank in August 1990 and commenced operation in February 1991.

In September 1996, Guaranty Trust Bank plc became a publicly quoted company and has won the Nigerian Stock Exchange President's Merit award several times.

Some programme considerations are as follows:

The need to bridge existing communication gaps between the Bank and the market

Promoting the Bank’s focus on quality customer experiences

A marketing strategy was developed to project the Bank’s dominant position and brand elements (colours & logo). The campaign was tagged, Orange Rules - a 3 pronged reference to the Bank's corporate colour, industry dominance and the 8 "rules" or principles that define the Bank's brand (and capture its product and service philosophy).

Taking off from the core marketing strategy, the following were developed:

Print adverts

Web banner adverts

Billboard

Product fliers

3D promotional items

TV adverts

Radio adverts