There has been much buzz about the recent FNB tactical campaign on the back of the Darren Whackhead Simpson Prank Call on 94.7 a few weeks ago. Whilst there is much that can be said about the really smart and responsive thinking from the brand and agency along with a real life “unmarketified spin” proof of proposition, there is a much more significant message being sent out there right now: FNB is the innovation monster of our time and leading a traditionally archaic industry to the point of leaving the competitors eating dust!
The proof is in the pudding.
If you have heard the latest radio campaign from FNB, you will realize that they are not holding back. Well they are at least going as far as the stringent ASA will allow them in taunting their competition. It is a strong product led campaign that launches a strong offensive attack with an arsenal of features and benefits. If you know South African bank advertising, you will know that it’s an industry in love with itself and with being warm and fuzzy. The truth is that in this day and age consumers don’t want to fall in love with their banks; they want their banks to work. Do what you say and deliver when I need you too. Then every once in a while hit me with a warm and fuzzy to make me feel good. FNB is truly showing off and in a very smart way. Nothing says to a customer “maybe I should consider” like giving something to consider, or in the case of FNB, some things.
A brand that is not slowing down
FNB recently launched their banking application on mobile. Now I won’t even get into the amazing services that FNB has pushed out on mobile services in that past. All I want to say here is that in 3 months they have managed to develop the application across all major mobile platforms and have managed to generate over R160m worth of transaction volumes. If that does not amaze you, nothing else will. CEO, Michael Jordaan is already promising enhancements. My only question is … where are the other guys?
Your strongest allies will always be converts to your cause
I am sure that by the first paragraph it became clear that I am FNB banking customer. Well I am! And proudly so. I have a few rules I live by, I don’t like brands on Facebook and I don’t really follow brands on twitter. FNB has broken that rule in my social behavior. And there is only one reason. I love that brand. They do what they do very well. They are responsive, they have a great product and they definitely live by how can we help you as Sherwin has clearly demonstrated. When you can deliver in this way, it’s a lot easier to forgive nor is recognition that hard to come by either
This is a brand that truly knows how to offer both the sausage and the sizzle and brand marketers along with business at large can learn a lesson from this. Whilst the adage remains true, “Nothing kills a bad product faster than good advertising”, FNB shows how advertising a fantastic product can be the true icing on a great cake.