The ambient space at the EbonyLife Place Cinema in Victoria island played host to the unveiling of the First Bank “The Giant in You” Campaign on Friday 12th July 2024.Welcoming guests to the exclusive premiere in the theatre setting of the cinema hall Mrs Abimbola Meshinoye, Head of Brand Strategy and Financial Planning First Bank posited “your role as journalists in providing information,promoting education and entertainment is key in delivering change and shape for a section of citizens in the society while striving to contribute to the developmental agenda” continuing she affirmed “The role of media in national development lie in their capacity to teach,to sensitize and to mobilize people through information dissemination. At First Bank we understand the relevance of the media and we have deliberately been partnering with you our key stakeholders in line with our goal of enabling our stakeholders”
"The Giant in You" campaign is a masterstroke in motivational marketing. The concept revolves around the idea that every individual possesses untapped potential giant capabilities waiting to be unleashed. First Bank positions itself as the catalyst for this transformation, providing the financial tools and support necessary for personal and professional growth. The messaging is clear, aspirational, and directly addresses the latent power within every individual, encouraging them to break free from limitations and achieve greatness. In an era where personal empowerment and self-discovery are increasingly at the forefront of societal values, First Bank's latest campaign, "The Giant in You," arrives with impeccable timing. This ambitious campaign seeks to inspire individuals to unlock their full potential, leveraging the strength and reliability that First Bank has embodied for over a century.
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Speaking before the audience of respected journalists
present at the exclusive preview, Olayinka Ijabiyi Head of Stakeholder
engagement and Brand Management, Marketing and Corporate Communications said “The
Campaign we are launching today is not about First Bank,by the time we
repositioned ourself from being truly the First and became more about the
Customer,the people that we do business with,they are the First in our
Universe.There is a ‘Giant” in everyone and that is the essence of this
campaign here today. I did not chose this date as the date that we are going to
launch this campaign, this morning, I got an email from HR saying
Congratulations, its your 13th year at First Bank today so its
really amazing to be here today to share this campaign with you”.
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The unveiling time arrived as the screen lit up with various
designs of the campaigns, visually, the campaign integrated imagery that was in
consonance with the tapestry of the underlying message. The use of Giants in a
bold powerful way bestriding their spaces like colossus gave the impression
that within every individual is the ability to transform and transcend their
environment and master it as as a Giant given the necessary tools and push. It
was an imagery that created a compelling narrative of strength and empowerment.
The visuals were designed to evoke a sense of strenght and ambition, with each
element meticulously crafted to align with the campaign's core message. The
inclusion of diverse faces from the First Bank community further enhanced the relatability and appeal,
showcasing First Bank's commitment to inclusivity and representation. This
campaign not only reinforces First Bank's position as a leader in the financial
sector but also cements its role as a partner in personal development and
growth.
For FirstBank, 2024 is a special year as it marks the 130th anniversary of the company. Since 1894, FirstBank has stood together with the Nigerian people through ground-breaking historical events, from amalgamation in 1914 to the national independence in 1960 and through many military and democratic regimes. Their story is the story of Nigeria and the Nigerian people.
Celebrating 130 years of reliance and unwavering trust,
their journey is not just a timeline but a testament to the faith people have placed
in them over the years. As it embraces the legacy of the past, it serves as a
powerful prologue to the extraordinary impact the bank is committed to making
for the next 130 years. As their story unfolds with each chapter, the journey
seems to only be beginning as the bank invites us to join them to continue to
create a lasting impact that resonates for generations to come. A standing
ovation was rendered to the Bank in celebrating this milestone at the campaign
launch as Yinka Ijabiyi reminded guests that for an institution to be around
for 130 years in an unbroken manner, “we have not gone anywhere and come back
is worthy of celebration for First Bank please let’s give the Bank a round of
applause” and the thunderous applause came in waves.
Taking questions from the audience and in response to Clara Chinwe Okoro, Executive Producer/Publisher at Brandworld Media’s question on if the bank was aiming to attract a new market segment, observing that the campaigns had a heavy slant on technology which may be perceived as trying to attract the GenZs and the Millennial who are more conversant and relatable with Technology.
Ijabiyi gave an analogy in narrating his experience when he
was about leaving his place of former employment in a telco company to join
First Bank and how people were confused and puzzled at the idea that he was
leaving a sector that was a well known aspiration for so many young people to
join a bank that many perceived to be old school in their opinion. He posited
that when he joined First Bank thirteen years ago, there were so many young
people he was surprised himself and over time the bank has lost that perception
of being seen as old people’s bank. In validating this he said “Technology is
where the world is going, the use of technology you see here today is not a
mistake, it’s not by chance, everything you see about our Bank today is enabled
by technology and it has been very deliberate, it’s not just about taking
ourselves into the Now, but taking ourselves into the Future”
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Responding to the question on CSR initiatives and how the “Giants” Campaign contribute to First Banks CSR Initiatives by Michael Efengbe Publisher Brand Network Ismail Omamegbe, Head,Corporate Responsibility and Sustainability First Bank revealed the whole aspect of connecting the campaign to First Banks CSR initiatives is to premise the theme of the campaign on enabling the success of our stakeholders, he says “We enable the Giant in all our customers and those in our community,there is a particular campaign that was designed to showcase how we have been able to enable our community in showcasing their potentials and the support we have given them in the area of sustainability”
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First Bank's "The Giant in You" campaign is a powerful reminder of the potential within us all. By aligning its brand with themes of empowerment and personal growth, First Bank has created a campaign that is not only inspiring but also strategically sound. It reflects the bank's dedication to its customers' success and its understanding of the evolving dynamics of personal and professional fulfillment. As the campaign continues to unfold, it is poised to leave a lasting impact, encouraging more individuals to recognize and unleash the giant within. Accolades were extended to the creative teams that worked on the campaign, from SO&U Saatchi and Saatchi and Virus Digital as they got a standing ovation at the event which came to a close with vote of thanks coming in from Mrs Chinwe Bode-Akinwande Head,Digital Marketing,Sponsorships,Partnerships,events and Collaborations. Interviews and photo sessions followed suit afterwards.
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