If you think ‘porting’ is only synonymous with telecom services, you may be wrong as Diamond Bank has also conceived the concept in the banking sector. Part of the bank’s current Ad creative running in various print and electronic channels reads “If your bank doesn’t give you a business advantage you need a new bank.”
In the print Ad created by the bank’s agency, X3M Ideas, shows the pictures of various business people who apparently had enjoyed support from the bank. They obviously seem to be telling other business people who may not be getting financial support from their banks to ‘port.’
The television advert is equally interesting and humorous. It features Bovi, a popular comedian, as a commercial bank marketer. He moves from one business to another marketing the “bank along the road.” Unfortunately, the businessmen and woman he approached were comfortable with their bank, which happens to be Diamond Bank.
The more interesting aspect but comical was when the businesswoman told Bovi, the marketer, to look for another job as she was satisfied with her Diamond Bank support and services.
The bank has been a consistent and solid financial institution and the objective of the Ad appears to distinguish it from the clutter of claims among the financial institutions.
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It is important and for the worth of the money that advert agencies think outside the box to create Ads that would make their clients stand out of the crowd and stand for something. Comical adverts that deliver the message and easy to remember also sell.
The young X3M Ideas, which also handles Etisalat creatives recently, won the Diamond Bank pitch. Following the bank’s re-branding move, the Ad campaign is the first major outing in addition to the change of logo it effected a couple of months ago.
The advert is fundamental, especially in the banking sector, where there seems to be parity of service and where every player could not be differentiated from the other in terms of communication and service.
Over the years, the bank has identified itself with assisting entrepreneurs as its has various financial products in this direction. In this regard, what the Ad campaign did was to play up the bank’s niche.
Recently, the bank unveiled new corporate identity which has four colours – green, blue, red and orange, but the logo still retains the same shape with the old logo.
“Our new identity would help us consolidate on our current market leadership in the retail banking segment. Going by the nature of this market segment, there is need to remain visible both in the local and global marketplace,” said Alex Otti, the bank CEO, while unveiling the logo in Lagos recently.
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