The adage that banks are steeped in heavy traditional marketing has been dispelled by FNB’s summer retail campaign.
Titled ‘Akanamali’, the campaign is a series of light-hearted radio and TV adverts that tap into this summer’s hit song, Akanamali, by Sun-El Musician and Samthing Soweto.
The use of the hit song is perfectly aligned to the bank’s objective of using infotainment to break barriers and enable convenient access to finance through effective channels such as the FNB App.
“We were looking to depart from the norm in how we communicate a message around the usual financial burden at this time of the year and the fact that we are on hand to help customers in their time of need,” says Firoze Bhorat, Head: FNB Retail Marketing.
“This time of the year is synonymous with some financial pressures, beyond the usual trend of spending on entertainment. To some, there may be a need to pay for emergencies, buy a second hand car or even cover a financial shortfall for life changing events such as a wedding. We want customers to know that we understand and can cater for such needs. To land an effective message that cuts through the clutter, we felt we had to fundamentally shift the banking conversation by using a universal medium that people naturally gravitate to – music,” says Bhorat.
The retail campaign runs in December 2017 and into the New Year.