In early 2015, the Stanbic IBTC brand was keen to drive its consumer perception numbers up. A key communication objective for the brand was to turn any perception about being distant and not retail enough, around for the better.
Our idea was to use the brand’s tagline of “Moving Forward” and create emotional stories. Stories that would connect with customers in a way that touched them leading to a shift in perception
We came up with the “Never Stop Moving Forward” campaign- A compelling narrative that touched on the innate desire for people to make meaningful progress in life at every point in their lives.
The hugely successful campaign ran for about 6 months and changed the old perception and made customers more trusting of the brand as one that could relate to their everyday struggle.