The Ecobank Group has launched a new fully integrated consumer advertising campaign, ‘Move on Up’, which centres on the bank’s drive to ensure that consumers have world-class accessible and convenient digital banking solutions across Africa.
The campaign was launched during the bank’s annual general meeting held in its head office in Lomé, Togo, on July 17 before shareholders, Ecobank staff and pan-African media.
As a way to formally launch the campaign, the bank’s Chief Executive Officer, Ade Ayeyemi said that, “Our sons and daughters are banking online and on their mobiles. For them it is not about ‘where you go, but what you do. Customers throughout Africa are upwardly mobile and have many more opportunities to move ahead in life.”
“There are three supporting pillars which are central to this campaign. The first is convenience: Our customers want the convenience of banking; from being able to pay with an Ecobank card to making financial transactions on their mobile phones, over the internet, at Automated Teller Machines (ATM) and at different points of sale (POS).
The second pillar is relevance: because Ecobank creates personal banking solutions that are relevant to its customers, such as a range of accounts packaged together as bundles. The final pillar is choice. This comes via the accessibility of our wide-ranging products and services, thanks to our leading cross-continent platform.” Patrick Akinwuntan, Ecobank Group Executive Consumer Banking Said.
Also at the event, Ama Okyere, Ecobank Group Head, Marketing, asserted that, “Advertising remains a powerful means of introducing Ecobank, its products and services to millions of our customers, including the prospective ones all at once.”
The campaign ‘Move On Up’ embedded with 60-second television commercial, a two-minute version for cinema, four 15-second commercials for television and radio, and print versions, was produced by Ecobank’s full service agency, Brand Communications Group.
‘Move on Up’ will be rolled out across African countries where Ecobank has a retail presence.
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