2015 Winners & Shortlists

The Campaign

NIC Bank did not want to launch just a Mobile banking App, they wanted to shift the Kenyan mindset and age old habit of banking physically during lunch hours. There was a wonderful gap in the ambition of the young Kenyan adults of wanting to be successful fast and the fact that they still went physically to bank. The campaign idea leveraged this insight and presented the new NIC NOW Mobile banking App as the weapon in their arsenal to fight time, in every medium.

Success of the Campaign

Source : Milward Brown Brand recall shot to 82 Communication recall was 85 The TVC recall was 28 in a country where the overall norm is 15.47 and the banking norm is 10.98! The TVC ad liking was 7.51 where the overall norm is 6.98 and the banking norm is 6.58! From a mere 3000, the Facebook page has over 35,000 likes today. The campaign generated over 50,000 inquiries and till now over 10,000 conversions to Mobile Banking. This campaign resulted in almost every bank in Kenya quickly launching their online platforms and mobile banking applications.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The launch film summarized the idea in the VO, "Don't wear time like a handcuff but a badge." Simultaneously, the print and outdoor broke down each current banking habit into seconds to amplify the time wasted. In radio, the powerful narrative of the film continued to remind people of the 'NOW' philosophy. Meanwhile on digital, 5 second YouTube commercials were created to show the amount of banking that could be done in short durations. What brought the entire campaign together was a simple QR code that brought viewers to the brand new NIC landing page that reflected the modern image of the bank with the simplicity of online banking. Even on-ground, we placed large stickers on floors in malls, business centers and public places with the QR inviting people to bank from where they stood, 'NOW'.