Ecobank tasked Brand Communications, its leading branding agency, to market its new service Premier Banking by Ecobank.
Premier Banking by Ecobank offers a set of personalised banking services to suit individual lifestyles of Ecobank customers and provides value beyond everyday banking, including a 24/7 dedicated relationship manager and a range of country-specific rewards.
Brand Communications responded to the brief by launching a campaign that focuses on selling a lifestyle and an attitude, instead of a product. We drew attention to Ecobank’s unmatched service, inviting customers to become part of the exclusive world of premier banking. The ‘Every Detail’ campaign, which captured the tailor-made nature of the offering, was deployed through a set of integrated marketing tools and channels including a television commercial, print, radio and internet advertising and launch events across key markets. The user experience design was further enhanced by the development of separate Premier lounges within branches and at key airports across the continent.