Cannes Lions

Union Bank

LANDOR ASSOCIATES, Dubai / UNION BANK / 2016

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Overview

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Credits

Overview

Description

Insights revealed that Nigerians consider banking to be way more complex than it needs to be, due to ongoing complications with service and underdeveloped infrastructure.

This led us introduced a brand strategy of “Less time banking, More time achieving”.

It compelled the bank to refine every banking touch point. This created a brand experience so simple, its just black & white!

Execution

Union Bank honoured the strategy to make the bank more efficient, competitive and relevant to customers. This included updating technology infrastructure, improving customer care channels, launching teller-less banks, and upgrading branches in a very bold way!

Inspired by the loud and dynamic street fashion of Lagos, we reversed the visual effect to reduce the volume which illustrated how ‘life’ can feel more simple and easy.

Outcome

The bank achieved its two main objectives; 1. To emphasise its appeal and relevance to a younger, more entrepreneurial target audience while solidifying its position. 2. Visually signal that Union Bank would be better and easier to do business with.

The resulting work tells the story of the bank’s commitment to delivering simple banking solutions for its customers. So, 'less time banking, and more time achieving' - a very powerful story in today’s world.

Signs are that customers are already feeling a difference; they are able to spend far less time banking and more time focusing on their lifestyle ambitions.

Emeka Emuwa, CEO and Group Managing Director, said: "We believe we now have an authentic brand proposition and identity for Union Bank which will position us effectively to compete in a very dynamic Nigerian market".

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