A picture is said to be so powerful that it is believed by the Chinese to represent a thousand words in communication. Perhaps this was what one of Nigerian banks had In mind when, In a bid to improve its market share and seek the attention of much needed customers, it delved into a show of creativity through a subliminal crafted picture advert which has brought global attention to Africa’s most populous nation once again.
The advert created by Sterling Bank is trending on Twitter’s number one spot as at press time and causing quite a pleasant ruckus on the global social media space, including Instagram and Facebook.
The advert, a picture of a man on a rocket aiming for the moon (depicted by Sterling Bank’s circular crested red logo) invites customers to join in the ride to the moon and become stars.
The message clearly states: “In shooting for the moon men become stars.” It then adds: “Choose a partner that takes you higher.”
The picture advert contains onlookers depicted as well known banks in the form of 1) a man on a big royal blue elephant, 2) another man on a white and sky blue horse, 3) another in an orange box like cage and 4) yet another man on a striped arrow. All images depicts First Bank, Union Bank, Guaranty Trust Bank and Access Bank, respectively.
The picture advert also has a skyline with fading images of other banks such as UBA, Zenith Bank etc that are located on the popular Marina on Lagos Island.
Responses from some of the banks depicted in the advert suggests they feel the images were referring to them. Specifically, responses from Access and First Bank see the advert as disrespectful.
Access Bank’s reply says:”We will travel on an imaginary rocket too, if we were a one-customer Microfinance Bank; but with ten million customers and counting, we rather bring the galaxy to you!
#YouAreWorthIt #TakeTomorrow #KnowYourElders”
First Bank had quite a number of responses to the advert. In one tweet, they said: “What an elder sees while sitting, a child cannot see even if he travels to the moon #RespectYourElders #YouFirst”
In another tweet with gif image showing that the rocket crash landed, FirstBank wrote: ” … And straight into the trash can
#RespectYourElders #MoveOver #NextPlease #YouFirst.”
Union Bank’s reply was more a show of concern for the Sterling Bank’s one customer who was on the rocket with no space suit.
Their reply was: “Heading to the moon without a spacesuit…journey mercies
While Nigerians on twitter are referring to these exchanges as bank wars, Sterling Bank feels it’s simply corporate banter.
Our discussion with the bank reveals the plan was to create top of mind awareness, and “right now we are scoring all the right points,” our source said, Saturday night.
In whatever way the messages are perceived, the aim of the bank appears to have been achieved. With improved followers and avowed responses from tweeps who now see the bank as creative, the much needed awareness given to the bank through the ad would, however, only become clearer, if after the weekend, business goes its way.
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