alder case study

Guaranty Trust Bank plc (3)

In 2008, Alder Consulting developed an idea for a corporate song that would capture the brand essence of Guaranty Trust Bank.

We sought for a medium that would celebrate GTBank’s distinction and uniqueness in the industry. A song provided an ideal platform to capture the principles of the Bank (The Orange Rules) while democratising these values in the public domain.

The idea for the song was birthed during an in-house strategy session at Alder for Guaranty Trust Bank’s marketing campaign.

The artiste, Asa was proposed because she embodied the same values as the Bank and it was recognised that she would be best suited to articulate the Bank’s culture and character in song.

After presenting the idea to the Bank, Alder approached the artiste’s management and began negotiations on behalf of the Bank.

A contract was subsequently signed by the artiste and the song was composed and performed by her. The outcome was an inspired theme song that captures the essence of Guaranty Trust Bank and the Bank’s Orange Rules - Simplicity, Professionalism, Trustworthiness, Excellence, Service, Social Responsibility, Friendliness and Innovation.

The song is titled The Place to Be. The Place to Be, speaks about a place where noble ideals and character prevail; a place where people are free to explore their potential and attain great accomplishments. It speaks of Guaranty Trust Bank, an institution built on enduring professionalism, process simplicity and a deep heritage.

Deployment Strategy

A press conference was held to launch the song (and an accompanying jingle titled Welcome To The Future, also developed by the artiste, Asa). Copies of the song were made available to members of the print, radio and television press corps.

An enhanced multimedia CD will also be distributed to GTBank's customers and the general public. The jingle and song are available free on the Bank’s website. The public was encouraged to download the song to their phones and portable music players.

Staff and friends of the Bank were also asked to donate their status messages on Facebook® to popularise the link for the song.

The song is being deployed on the Bank’s ATMs and phone PABX as well as across the Bank’s local and international subsidiaries.

Creative interpretation of the song
Click here to download the creative interpretation of the song.

Download: The Place To Be [Song | Instrumental]. Welcome To The Future [Song | Instrumental]. Lyrics [PDF].

Some of the designs developed by Alder for Guaranty Trust Bank plc are presented below. Click on any image to enlarge.

Newspaper adverts
Multimedia CD design
CD sleeve design