Commercial break Ad: “Karibu member”
Client: Equity Bank
Equity Bank is one of Kenya’s largest and most progressive banks, which has grown in its stature to its current level over a 25 year period. Starting from humble beginnings in a Kenyan rural village, Equity has been credited as the bank that has redefined mass market banking in Kenya. Currently Equity Bank is spreading its wings across the border with an entry into the Ugandan market earlier this year. Equity Bank has not quite been known for its advertising and previously a lot of their advertising has been done especially when they have won awards both locally and abroad. A lot of their communication material has been largely directed to below the line merchandise and different branding efforts across the country. So finally Equity Bank have unveiled their very first corporate campaign. The campaign ad opens a guy in his farm out in the tea plantations of Kericho. He proceeds to explain who he is in Kalenjin and ends by saying he is a member. The ad continues with a fruit seller who follows the same format talking in Kikuyu. We then go through a cross section of different people each who says who he is what he does and ends with the fact that he is a member. The ad comes to a close with a pretty lady in her late 20 who walks out of a high rise building into the hustle and bustle of every day life. We watch as she walks down towards the camera and she turns faces the camera and says “ I’m a marketing director and I’m a member.” The ad ends with the reveal which is the Equity Bank logo and their new campaign theme Karibu Member. The ads also appear on press ads in the same format though I do pray the campaign will be extended to Billboards and wall wraps. Its not usual for a corporate campaign for any company to generate as much interest as the Equity Bank campaign has. It’s a very well thought campaign that elevates the bank customers by giving them a sense of ownership in the bank thus thus the bank addresses them as members and not customers. On the internet the campaign has spawned quite a number of other executions including the pirate execution which is quite funny. This is most definitely a very successful campaign which has generated a lot of interest and positioned Equity Bank firmly on the corporate map.