A new advertising campaign for Diamond Bank is set to break in the media in a bid to position the bank as one of the leading financial institutions in Nigeria- providing customers with tangible financial solutions tailored specifically to suit their lifestyle.
The new campaign conceived and executed by Steve Babaeko led X3M Ideas, is a follow-up to the bank’s successful brand refresh in November 2012. Among others changes, the brand saw changes in its colours scheme moving away from the monosyllabic greys and dark tones to more vibrant colours. The motive according to sources close to the business, was to make the brand more approachable in line with its’ positioning as a leading retail bank in Nigeria.
In a highly delicate and competitive banking environment with little or no product differentiation, banks must seek to clearly define their role and product positioning.
The new campaign “You need a new bank,” reminds customers and prospects of the power of choice especially when it comes to choosing a bank. As customers are becoming more discerning of banking products and services, the bank is putting a stake in the ground – armed with a portfolio of products and technology to produce faster and more efficient services, the question becomes ‘’why do you stay with a bank that does not meet your needs?” said Ayona Trimnell, Head Corporate Communications, Diamond Bank Plc.
The message, albeit intently challenging, pulls in humour and tongue in cheek dialogue to drive the message to the customer. The concept for the new campaign has been developed in collaboration with X3M Ideas, a young dynamic Agency based in Lagos.
The campaign multimedia campaign will be executed across all touch points including print, radio, outdoor and television as the campaign breaks on Monday June 17th 2013.
