First National Bank (FNB) has launched a new brand repositioning campaign with the bold message of help and how help is one of the most powerful forces known to man. The new campaign reinforces FNB’s purpose of helpfulness, cementing our position as a leader and innovator in banking and financial services. It promotes the ownership of the concept of “help”, by depicting people who are empowered to realise their dreams and take control of their lives by “helping themselves”.
This campaign encapsulates where our brand is heading. “At FNB, we want to ensure that we resonate with our customers on their journey through life at an emotional level and leave them feeling uniquely empowered to help themselves in all areas of their lives, not just in banking. It is a departure from conventional banking campaigns and it is relevant across the continent,” says FNB Chief Marketing Officer, Faye Mfikwe.
The central message is that “the future of help” is “to help people to help themselves”. By believing in themselves, people are enabled to achieve their goals and transform their lives through the power of help. The storyline depicts ordinary people working together in a series of inspiring, empowering scenes, making an emotional connection with the viewer.
“FNB is more than a bank. We are defining what help means in today’s culture and in the society we live in. We are focusing on people, because we understand that 21st century brands fit in with their customers’ lifestyles, connecting with them in two-way conversations. We empower our customers to own their interactions with FNB and we want them to get the best out of the relationship. We have built solid platforms using innovative technologies to facilitate meaningful interactions. Where this journey is taking the FNB customer is to a place where all their needs are met – now and in their future,” explains Mfikwe.
“It is all about removing obstacles or ‘friction’ from the lives of FNB customers through the services and products that we provide. FNB is looking at the entire customer journey, from personal to business, and seeing where we can help customers by connecting them to the most helpful and relevant solutions and services,” concludes Mfikwe.
The new campaign launched nationwide across outdoor, television, cinema, on digital and internally.