Skye Bank’s new TVC highlights the power of the consumer in modern marketing

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Skye Bank Plc has released a new television commercial designed to leverage its robust, onmi-channel SkyeXperience platform to reinforce its pedigree as leader in the use of technology to facilitate financial services transactions.

Themed “You are in Control,” the new television commercial leverages the uniform experience of Skye Bank’s internet banking application to point the way forward for customers who desire speed, convenience and security in a market where app experiences vary across devices of desktops, tablets and mobile.

Speaking on the new campaign, Head Strategic Brand Management, Skye Bank Plc, Mr Nduneche Ezurike said that the SkyeXperience TV commercial is a compelling narrative in consumer lifestyle focusing on the middle, upper and SME segment of the market.

Ace movie producer, Charles Novia (middle) with the Skye Bank team

Ace movie producer, Charles Novia (middle) with the Skye Bank team

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 navigae 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 customerhow 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.”

Skye Bank has been known for pioneering great advertising especially in the area of Sonic branding; such materials as “Hakuna Matata”, “Saying Yes”, are some previous memorable campaigns driven by the bank.

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