Move On Up
Targeting Africa’s rapidly-expanding middle class
Position Ecobank as the natural choice long-term banking partner for Africa’s new ‘aspirational’ middle class – by showcasing the relevance of Ecobank products and services at every moment of their lives, in country, out of country, at the border, everywhere, anytime.
A high production value TV-led campaign under the theme ‘Move On Up’ which dramatised a broad range of life’s key moments (buying a car, getting married, running a business, enjoying retirement), then demonstrated how each is enhanced with Ecobank’s support (placing particular emphasis on the growing range of convenient digital solutions).
Move On Up was conceived to impact at the very highest ‘brand awareness’ level – promoting and celebrating the theme of ‘aspiration’. Positive feedback suggests that Ecobank succeeded in this, and also ‘returned to its roots’ by showing itself to be a truly Pan-African bank.
Popularising self-service banking across Africa
Maximise awareness of the new Ecobank Mobile App – to leverage the opportunity presented by the widespread adoption of smartphone technology across Africa, coupled with the relatively low appreciation among customers of the potential of such technology to revolutionise their personal finance management.
A suite of communications focused around three guiding principles: first, to build a fanbase by showcasing the full range of capabilities enabled by digital banking; second, position the app as ‘self-service’ to combat fear of technology and reliance on cash culture; and thirdly, maintain a strong emphasis on education with plenty of simple ‘how to’ content.
The Ecobank Mobile App was launched in February 2017 at a series showcase events in all 33 countries across Ecobank’s Pan-African network – with impressive adoption rates. For example, over 100,000 downloads on the Android platform alone following the first two country launches.
Royal Air Maroc
Driving Tourism/Travel for Royal Air Maroc
Promote the Pan-African reach of Royal Air Maroc (national airline of Morocco), announce its new route to/from Rabat, and raise awareness of the many other African destinations the airline offers, targeting diaspora, business and tourism customers in central London.
A two-pronged advertising campaign calculated to maximise exposure in areas of London with the highest tourist footfall. Part one comprised a series of impactful print ads at 60 sites across famous ‘destination stations’ like Covent Garden, Piccadilly Circus and Knightsbridge, while part two extended the campaign to 25 of the new-style buses serving popular routes in central London.
The London Underground component of the campaign ran for a total of 4 weeks, reaching a reported target audience of 999,900, while the London bus component (which ran for 2 weeks) reached a reported target audience of 1,843,620.