First City Monument Bank (FCMB) Limited has continued to transform and position itself as a leading retail bank in Nigeria with the launch of a new thematic campaign tagged, “A World of Opportunity”. This follows the recent unveiling of the Bank’s refreshed corporate identity, which has led to a replacement of its former colours of black and gold with a vibrant combination of purple and yellow that speaks to a wider audience.
The thematic campaign, tied to the refreshed corporate identity of the Bank, tells compelling stories of life and business aspirations of diverse Nigerians and how FCMB supports them to bring such dreams and aspirations to reality. The campaign tells the story of the very diverse base of the customers that FCMB serves.
The campaign comes in two television and two radio commercial versions conveying FCMB’s delivery of great customer experience and service on its channels and electronic banking platform and how it enables its customers through those services to fulfil their life aspirations. It also showcases the new warm, friendly, approachable and energetic brand identity of FCMB and its values as a simple, reliable and helpful Bank.
In the first TVC, titled ‘’Waiting’’, the audience is taken through the thoughts and aspirations of diverse Nigerians in a typical office day. From the office cleaner to the manager and Chief Executive, the story line captures the fact that everyone has something that they are aspiring to achieve. In essence, this commercial imaginatively portrays the more diverse retail and business customer segments that FCMB now serves.
The second commercial, with the title, ‘’Maybe Today’’, shows a young professional man working in his office reminiscing about his father who had come from a humble background, but through hard work and commitment, he prepared a solid foundation for his son to build upon. Through the eyes of the young professional, the audience are taken back in time to see his father affectionately watching over him and also preparing for a day of hard work to provide for his family. As the audience are brought back to the present day, it becomes clear that the young professional reminiscing about his father has not only followed in his father’s footsteps, but has now become a successful business owner with the support of FCMB.
Speaking on the thematic campaign, the Divisional Head, Retail Banking of FCMB, Mr. Olu Akanmu, said that, “The new FCMB brand thematic campaign tells the story of the diverse base of the customers that we serve at FCMB. It does not matter where you are, we support you to fulfill your life and business aspirations at FCMB. Our convenient electronic banking platforms and best-in-class relationship management deliver great experience to our customers as we support them to achieve their great dreams for themselves , their families and their businesses”.
Mr. Akanmu also reiterated that, ‘’Nigerians are aspirational and hard working people. FCMB is the bank for all Nigerians, walking with them as a partner to fulfil their life and business aspirations in the true spirit of its brand pay-off line of “FCMB- My Bank and I”.
The new commercials of the FCMB thematic campaign is currently running on television and radio stations. The TV stations include CNN, Ebony Life TV, Sound City, MTV Base, Africa Magic Showcase, NTA, Channels and AIT. It also features on television programmes such as Super Story. The commercials are airing on radio stations such as Wazobia FM, Cool FM, Rhythm FM, Inspiration FM, Brilla FM, Nigeria Info, Kapital FM, Coal City FM, Freedom FM, among others, across the country.
First City Monument Bank (FCMB) Limited is a member of FCMB Group Plc, which is one of the leading financial services institutions in Nigeria with subsidiaries that are market leaders in their respective segments. Having successfully transformed to a retail and commercial banking-led group, FCMB expects to continue to distinguish itself by delivering exceptional services, while enhancing the growth and achievement of personal and business aspirations of its customers.