Three months after Skye Bank, famous for innovations unveiled digital banking solution, Skyexperience, it has introduced a new striking TV commercial to drive its market niche position in payment solutions through technology.
Known for its great and memorable advertisements, such as “Hakuna Matata” and “Saying Yes”, the new TVC, themed ‘you are in control’, highlights omni-channel access to the App while underscoring speed, convenience and security for customers. With the theme, it is simply underscoring consumer power in modern marketing.
Acknowledging varying devices used by customers, the bank is conveying the message that any device whether desktops, tablets and mobile phones used by customers do not matter, the app is one solution that fits all needs.
Further explaining the campaign, Head Strategic Brand Management, Skye Bank Plc, Nduneche Ezurike who said that a lot of thinking went into the creative work said that the SkyeXperience TV commercial is a compelling narrative in consumer lifestyle focusing on the middle, upper and SME segments of the market.
He said the key value of the SkyeXperience platform that differentiates it from others in the market is its omni-channel, single sign-on across platforms as well as its self service capability which provides convenience for the customer enabling him or her to navigate with little or no assistance from anyone.
Justifying the theme for the commercial, Ezurike said the age of consumerism has ensured that organisations and brands are now owned by the consumers as a result of which it has become important to ensure that platforms, channels and engagement processes are designed to give premium to those for whom the brand exists.
“Organizations have lost the sole power to build brands. Brands these days are built by consumers through social conversations amongst peers and friends mostly on product benefits and brand experience. For this reason therefore, the campaign seeks to highlight an affirmation for consumer power by letting them know that they are “in control,” he stated
He noted that rather than the usual shared values advertising wherein the institution seeks consumer connection by brandishing its corporate values, SkyeXperience focused on a “personal benefits advertising” which focuses on individual gains of each and every customer how to reach out and empower the consumer regardless of his operating environment.
He also stated that though the television commercial is a product advert material, the communication was designed to double as a product-led corporate advertising material wherein the producers are able to fuse corporate narratives with the values of product marketing.
On how the commercial was produced, Nduneche revealed that the advert material was a product of internal crowdsourcing, which was coordinated by the Marketing Communication team of the bank, emphasizing that “there is no greater form of creativity or innovation that can be greater than the coordinated ideas of over 5,000 staff who interact with millions of customers across the country.”
Daniel Obi
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