By Patrick Onuoha
Fidelity Bank Plc, has reaffirmed its commitment to deliver unrivalled services to its teeming customers with the recent launch of its new brand campaign dubbed ‘Our Word’. The brand launch comes barely two years after the Bank successfully refreshed its corporate identity.
The Bank which unveiled its new Television Commercial (TVC) to Brand and Marketing Communications journalists in Lagos recently, stated that the new commercial reinforces its underlying promise to deliver a new face of service in Nigeria’s financial services industry.
The commercial depicts a couple set for an outing. While the husband waits for the wife, their young daughter pleads to accompany them and the Dad acceded to her request but tip toes out with his wife as the daughter goes for her shoes. An initially surprised daughter broke to a smile when they make a surprise come back for her, keeping with her Dad’s words to her earlier.
The Divisional Head, Brand & Communications, Fidelity Bank Plc, Charles Aigbe pointed out that the new TVC speaks to the Bank’s essence, stating that Fidelity remains a reputable financial institution that keeps faith with its customers irrespective of their class or creed.
“It is a defining moment, a reminder that our customers’ expectations are high and as Fidelity people, we cannot fail in keeping our words to them”, Aigbe stated. Whilst asserting that the lender will not relent in its pursuit of service excellence, he stated, “With this campaign, we are putting ourselves out there while making a firm commitment to always keep our promises”.
Speaking on the campaign strategy, the Bank’s Head of Brands, Tochukwu Ononiwu noted that the new material will run on a multiplicity of media platforms, including traditional and digital to drive brand exposure. Ononiwu posited that the new message reinforces the Bank’s commitment being tough and resilient in supporting businesses and the economy as encapsulated in the now rested Tough Job commercial.
Shedding light on the rationale behind the TVC, Ndukwe Onuoha, Creative Director, 7even Interactive said, “We wanted a narrative that customers can relate with today. Onuoha further explained that this was designed essentially to evoke emotionally connections with the
consumer. “The TVC brings to life, the essence of the Fidelity brand- Trust, in a very warm, homely and emotional manner”, he stated.