Strategy + Brand Marketing: (Lifestyle and Media) Zenith Bank, Nigeria’s top ranking bank was expanding their banking territory into retail banking and wanted to engage and capture a new and young customer base to grow their retail banking segment. They had gained industry leadership and a retained a successful reputation with corporate banking. “Style by Zenith” was the platform to bring new and existing retail customers to experience the brand and also enticing the millennials into banking with them. The strategy birthed a big idea that harnessed the aspect of everyday endeavor represented in the lifestyle event that resonated with the target groups. With the unveiling of a new brand identity that preserved the bank’s brand essence and also brought forward the stylish outlook represented the additions to be executed through the platform. We developed 5 brand assets in 5 strong categories that was to be extended throughout the year building up to the 3-day long lifestyle event. We launched a campaign that established the core agenda of the platform and grew brand love, engagement for the bank. The brand repositioned in the heart of customers as expected, gained new followership. The campaign recorded a whooping 21 million impressions across social media platform, over $308,000 of earned media, 34 print press mentions across national dailies and lifestyle publication, and over 1.5 million new bank accounts opened, gaining a remarkable share of the retail banking segment. The campaign was a remarkable successes with delightful experience shared by both new and existing customers over the course of the 3 days event. A brand that sells takes branding seriously. Brand management (Branding) is the set of continuous actions you take to cultivate your brand. Your brand strategy defines what you stand for, the promise you make, and the personality you convey. And while it includes your logo, color palette, and slogan, those are only creative elements that convey your brand. Confused people say NO. Our marketing strategy guarantees a clarity of your brand’s purpose. It is a long-term, forward-looking approach with an overall game plan for your business to achieve a sustainable competitive advantage by understanding the needs and wants of your customers. Style By Zenith
About/Summary:
The Lifestyle fair had its maiden edition the year before, and the team was out to re-brand and also create a larger-than-life appeal to the platform. The question posed to us by the bank was “How to position the lifestyle brand beyond just an event but as an idea that will transform the fashion, food and music industry.” The Mission:
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Deliverables
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The mission was to create generate insights that will engage their customers and will also capture their sophisticated aesthetic in a minimalist way that spoke to their high-end clientele.
Style by Zenith was the idea to bring new and existing retail customers to experience the brand and also enticing the millennials into banking with them.
