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Skye Bank highlights importance of consumer power in modern marketing

By Margaret Mwantok
28 November 2017   |   4:16 am
Determined to maintain its pedigree as leader in the use of technology to facilitate financial services transactions, Skye Bank Plc recently released a new television...

Launches new TV commercial
Determined to maintain its pedigree as leader in the use of technology to facilitate financial services transactions, Skye Bank Plc recently released a new television commercial designed to leverage its robust, onmi-channel SkyeXperience platform. With the theme ‘You Are in Control,’ the new television commercial leverages the uniform experience of Skye Bank’s user-friendly internet banking application to point the way forward for customers, who desire speed, convenience and security in a market where app experiences vary across devices of desktops, tablets and mobile.

Head of Strategic Brand Management, Skye Bank Plc, Mr. Nduneche Ezurike, noted that the SkyeXperience TV commercial is a compelling narrative in consumer lifestyle that focuses on the middle, upper and SME segment of the market. He said the key value of SkyeXperience platform that differentiates it from others in the market is its omni-channel, single sign-on across platforms as well as its self-service capability, which provides convenience for the customer enabling him or her to navigate with little or no assistance from anyone.

While justifying the theme for the commercial, Ezurike stated that the age of consumerism has ensured that organisations and brands are now owned by the consumers, as a result of which it has become important to ensure that platforms, channels and engagement processes are designed to give premium to those for whom the brand exists.

According to him, “Organisations have lost the sole power to build brands. Brands these days are built by consumers through social conversations amongst peers and friends mostly on product benefits and brand experience. For this reason therefore, the campaign seeks to highlight an affirmation for consumer power by letting them know that they are ‘in control.’”

He added that rather than the usual shared values advertising wherein the institution seeks consumer connection by brandishing its corporate values, SkyeXperience is focused on a ‘personal benefits advertising,’ which focuses on individual gains of each and every customer and how to reach out and empower the consumer regardless of his operating environment. Its six value proposition of ease of usage, convenience, consistent customer experience across devices, reliability, simplicity and security enables gives customers the right to choose when, where and how to bank. It also enables the customers to move from one channel to the next across changing digital devices.

Ezurike further stated that though the television commercial is a product advert material, the communication is designed to double as a product-led corporate advertising material, where the producers are able to fuse corporate narratives with the values of product marketing. In explaining how the commercial was produced, Ezurike stated that the advert material was a product of internal crowd-sourcing, which was coordinated by the marketing communication team of the bank, adding, “there is no greater form of creativity or innovation that can be greater than the coordinated ideas of over 5,000 staff, who interact with millions of customers across the country.”

Skye Bank has been known for pioneering great advertising materials, especially in the area of sonic branding such as ‘HakunaMatata’ and ‘Saying Yes’ are some previous memorable campaigns driven by the bank.