As part of activities celebrating 130 years of providing cutting-edge financial services to customers and other stakeholders, and buoyed by the tremendous success of its “You First” campaign, First Bank of Nigeria Limited has unveiled a series of marketing communication materials in a thematic corporate campaign tagged “Bringing Out the Giant in You”.
The campaign was unveiled at a private screening to the media at Ebony Live Cinema, Victoria Island, Lagos, Nigeria on Friday, July 12, 2024.
The “Giant” campaign speaks of First Bank’s commitment to stakeholders and is intended to reinforce the Bank’s belief that there is a Giant in everyone – customers, employees, and other stakeholders. It is a campaign that seeks to tell the story that there is a Giant dream in everyone and the success story of the stakeholders is the success story of the Bank itself. It deployed immense use of technology that reflects the current technological trend of the aspirational drive of the Bank’s youthful teeming stakeholders. It also displayed complete understanding of diversity and cultural nuances of the land.
Speaking at the screening, First Bank’s Head of Stakeholder Engagement and Brand Management, Marketing and Corporate Communication, Olayinka Ijabiyi, explained that the campaign was not about the Bank being Truly the First as that was what they talked about few years ago.
“The campaign is not really about us. It’s really about you.
“We believe that there is a ‘GIANT’ in every customer, every employee and every stakeholder – a giant dream, a giant possibility, a giant idea, a giant life, a giant future waiting to be birthed,” he said.
He further explained that the Bank acts as a springboard, providing the environment and wherewithal, to enable different stakeholders deliver their best that brings out the “GIANT” in them.
“Our commitment is to provide all the necessary business support, financial knowhow, growth solutions, channels and platforms to bring out the GIANT in every customer.
“We are the partner with the tailored solution for every customer, employee and stakeholder; we have what every customer needs to take their dreams and turn them into GIANT successes,” he posited.
On how the GIANT is brought out, Yinka, who is also the acting head, Marketing & Corporate Communication of the financial institution revealed that the Bank enables, inspires and supports customers with its world of financial services to help “you GIANT-size your dreams and live your best life.
“We would give businesses and business owners the right platforms and solutions they need to grow, initiate and execute bold ideas, break frontiers, expand into new territories and achieve GIANT successes
“We would give you the best platform and enabling environment to grow, to learn and hone your skills, build a flourishing career and become an industry top player - respected, sought-after, financially secure and fulfilled
“And for our shareholders, we would provide them with a platform to expand their portfolios and grow their wealth,” he enthused.
Noting that the FirstBank brand is a people-driven brand, the marketing communication expert explained further: “FirstBank puts You First so ‘you can Live the GIANT-Life’ by empowering, inspiring, enabling and supporting dreamers, achievers, innovators, entrepreneurs and everyday people to transcend the ordinary and begin to Think Giant Thoughts, Take Giant Steps, Make Giant strides, Achieve Giant Goals, Become Giant Successes and Live the Giant Lifestyle.”
Commenting on the campaign, John Ajayi, publisher of Marketing Edge magazine, congratulated the bank for its innovative services and products over the years. “Let me specially commend the brains behind the building of this great brand in this very competitive and challenging Nigerian environment. I have observed that over the years FirstBank has the tradition of innovation, a tradition of creative initiative in terms of branding and I am not surprised to see you coming up with this thematic campaign that is aspirational and quite commendable.”
Also speaking, Clara Okoro, producer of Brand TV, said the GIANT campaign is brilliant. “I was very highly impressed by the visuals deployed. Another aspect of it is that it was a homegrown agency that they decided to use. Thirdly, they used their staff for the campaign and I think that is very ingenious as those that committed to grow the brand are utilized also to communicate the brand.”
The “GIANT’ campaign breaks Monday, July 15 with the deployment of GIANT cut-outs placed on different floors of the head office, deployment of Website homepage as well as television commercials on YouTube and other ad materials.
About First Bank
For 130 years, FirstBank has built an outstanding reputation for solid relationships, good corporate governance, and a strong liquidity position, and has been at the forefront of promoting digital payment in the country with over 13 million cards issued to customers (the first bank to achieve such a milestone in Nigeria).
With over 42 million customer accounts (including digital wallets) spread across Nigeria, UK, Asia and sub-Saharan Africa, the Bank provides a comprehensive range of retail and wholesale financial services through more than 820 business offices and over 233,500 agent locations spread across 772 out of the 774 Local Government Areas in Nigeria.
In addition to banking solutions and services, FirstBank provides pension fund custody services in Nigeria through First Pension Custodian Nigeria Limited and nominee and associated services through First Nominees Nigeria Limited.
FirstBank’s commitment to Diversity is shown in its policies, partnerships and initiatives such as its employees’ ratio of female to male (about 39%:61%; and 32% women in management) as well as the FirstBank Women Network, an initiative that seeks to address the gender gap and increase the participation of women at all levels within the organisation. In addition, the Bank’s membership of the UN Women is an affirmation of a deliberate policy that is consistent with UN Women’s Women Empowerment’s Principles (WEPs) % Equal Opportunity, Inclusion, and Nondiscrimination.
In 2023, FirstBank received notable awards including “Best Private Bank for Sustainable Investing in Africa 2023” by Global Finance Awards; “Best Sustainable Bank in Nigeria 2023” by International Investors Awards; “Best Bespoke Banking Services in Nigeria 2023” by International Investors Awards; “Best Financial Inclusion Service Provider in Nigeria 2023” by Digital Banker Africa; and “African Bank of the Year” by African Leadership Magazine; ’’Best Corporate Bank in Nigeria 2023’’ by Euromoney Awards and ‘’Most Innovative Banking Brand – Nigeria 2023’’ by Global Brands Award.Other laudable feats in 2023 include FirstBank’s international recognitions on major indices by Euromoney Market Leaders, an independent global assessment of the leading financial service providers.
The Bank’s vision is ‘To be Africa’s Bank of first choice’ and mission is ‘To remain true to our name by providing the best financial services possible;. This commitment is anchored on core values of EPIC – Entrepreneurship, Professionalism, Innovation and Customer-Centricity. The financial institution’s strategic ambition is ‘To deliver accelerated growth in profitability through customer-led innovation and disciplined execution’ and brand promise is always ‘to deliver the ultimate gold standard of value and excellence to bring out the giant in all stakeholders in every respect.
