By Princewill Ekwujuru
Oceanic Bank PLC is of fering a good day to bothÂ itâ€™s existing and prospective customers.
The bank believes that every day has been pre-destined to be a good day, but wondered why customers are not having a good day. As a result the bank plans to flag off a campaign tagged Today is a good day soon.
â€œToday is a good day,â€ a thematic campaign that will re-focus the corporate image of Oceanic bank, will come into public arena as soon asÂ the bank deploys itâ€™s 360 degree marketing communications material that will drive the campaign and brand together.
Nonye Ugwujide, Group Head, Corporate Communication of the bankÂ said in an interactive session with reporters, that the bank had not had a full blown corporate campaign before now, but noted that the reason for the campaign is toÂ position the bank in the heart and mind of customers. â€œBefore now, we had leverage in the area of public relations.â€
However, in 2009 when Oceanic Bank began the process of creating a corporate advertising campaign under the leadership of the incumbent Head of the Corporate Communications, the bank had developed a fully integrated marketing campaign for the bank.
The bank had informed the media that the campaign willÂ include the usage of conventional media such as the Television, Radio and the Print, alongside new media such as social networking sites (e.g. YouTube, Facebook.
Twitter and MySpace) blogging and communiquÃ©s spread via mobile telephones.
The concept which was created by the management of the bank, which Ugwujide confirmed, is tied aroundÂ major projectsÂ financed by the bank and on how the financial house is committed to creating a positive impact for all Nigerians.
She explained that the concept was also refined by a Nigerian creative agency that was selected through a selective process, titling the theme song; â€œToday Is a Good Day.â€
On the rationale behind the title,Â Ugwujide said, â€œit was to show that every day is a good day to walk into Oceanic Bank and receive the benefits of banking with us.
It is also an affirmation, reminding customers that due to the excellent and warm service they will receive from members of our team the day will indeed be good.â€
Furthermore, she said, â€œit speaks to the positive outlook that we create for both our customers and convey as stakeholders to them.
Today Is A Good Day is not only the title of our campaign, but itâ€™s also the title of theÂ theme song and we are convinced given the interactive nature of the overall campaign will become common parlance across Nigeria, Ugwujide assured.
Aside the thematic song, the bank also developed two Televison Commercials directed by a Nigerian film director, Andy Amadi Okoroafor and the print campaign photographs shot by Kelechi Amadi Obi, a renowned photographer.
The theme song was composed byÂ Cobhams Asuquo. The entire shoot was in Lagos and its environs and models included actual Oceanic Bank staff thus creating a unique internal brand building experience.
With the involvement of local models, local scenes and the local creative agency, the idea conveys the commitment of an institution with vision to do more for its customers, it is indeed a home grown campaign.
And she said, â€œIt was critical to us that we chose a Nigerian team to produce the campaign as it illustrated the breadth of talent from the country and it was also important that staff were actually included in the advert as this reflects Oceanicâ€™s commitment to inclusiveness on every level.â€
The bank is not leaving any stone unturned as it is carrying it employees along in the rejuvenation of the bank.
â€œThe actual roll out of the campaign involved an internal launch where we conveyed to staff the essence and the themes depicted in the campaign as well as touching upon the customer service expectations and how we are part of customersâ€™ days being good by virtue of our wide products and services to fit all financial needs.â€
The external launch will be deployed using the conventional media channels of TV, Print, Radio and Below the Line materials and also New Media channels such as mobile telephony and social networking sites such as Twitter, Facebook and YouTube as well as brand activation channels at grass roots level, she further confirmed.
Continuing, as a result of the scope of the campaign, staff engagement is key as many of the places that the materials will be viewed, such as the web, will be open to comments from the public and we as brand ambassadors must drive and direct customers and stakeholders accordingly.
It is our aim that given the excellence of the campaign, the fact that it is a concept unique to the bank and breaks new ground in the way it is deployed it will become a milestone. The corporate campaign is the capstone in increasing brand awareness and encouraging greater trial and patronage of Oceanic Bank so that customers can truly experience peace.