Raheem Akingbolu reviews the new television commercial of Access Bank titled ‘Tough Choices’ and concludes that it is conceptualised to pass two messages -identify with patrons during this trying period as well as making a global statement.
As
a subtle response to the effect of the ravaging Coronavirus pandemic,
the global corporate communities have not only redirected the focus of
their Corporate Social Responsibility (CSR), they have also adjusted the
thrust of their advertising messages to reflect how compassionate they
are.
This
is logical, as society appears to be increasingly turning to companies
and CEO’s for guidance in turbulent times. Public relations and
communications professionals are all seeking to provide the best counsel
and the most effective messaging and contingency plans in a situation
that truly has no playbook. Of course, many analysts have encouraged
brand owners and promoters not to allow the uncertainty of this period
to become a drawback.
In
a latest television commercial of the Access Bank titled ‘Tough
Choices’, the bank looks beyond normal banking business in identifying
with its patrons. As a responsible corporate body, Access Bank sends
compassionate messages to stakeholders that their bank share in their
burden while they cope with the fallout from COVID-19 pandemic. Through a
sublime voice that depicts affection, concern and strong feeling,
Access Bank speaks to what its local and international customers may be
passing through at the moment. At a time like this, the Access family
salutes the courage and sacrifices being made by it patrons, hence the
title ‘Tough Choices’.
“Times
like this call for tough choices and we see you making them every day,
like choosing to stay indoors, choosing to give up time with friends you
love for the common good,” the voice stated.
Conceptualised
by Udeme Ufot’s SO&U for Access Bank, the 60 seconds TVC
felicitates with all the people, who have resorted into tough decisions
and various approaches to contend with the COVID-19 season. Beyond the
cast in the TVC, which is a blend of both the conservatives, the urbane,
the black and the white, the creative agency also uses setting to
illustrate the different shades of Access Bank spread. With it, Access
seems to be affirming its global status and various customers.
The
‘owambe’ setting is uniquely Nigeria and it speaks to the fact that
Access Bank identifies with all; from the SMEs to the corporate
organisations and the man next door. The closing part of the TVC also
dwells on the diversities of Access Bank’s public.
Like
an epic to champions within and outside Nigeria, ‘tough choices’
commends its target audience for being brave enough to take difficult
actions so that the world can be the same again. Though negligibly, the
bank also uses the TVC to galvanise its patrons and others not to shy
away from making sacrifice at a time like this.
In
a touching voice, the TVC says: “Giving up things you love, your
favourable hangouts, your favourable walk-outs, the stitches, the
beaches, the Owambes. Choosing to put your life on the line to help
those who need a lifeline. Choosing to change the way you do business
even though you can’t afford to – because you really can’t afford not
to. Choosing to stand back when all you want to do is draw closer,
because sometimes, the hardest thing to do is the right thing to do. “To
everyone, making tough choices for a brighter tomorrow, we choose to
say thank you”.
One
thing is clear, the bank has simply demonstrated through ‘tough
choices’ that it still maintains its path when it comes to CSR,
positioning, target market and expressive advertising campaign.
The
months of lockdown, as a result of the pandemic, has created a new
order across the world. Aside from the fact that it shuts down
businesses and social activities, the lockdown has also brought trauma
and fear of the unknown to families. Perhaps mostly hit is the world
economy, which according to April World Economic Outlook projects global
growth in 2020 to fall to -3 percent.
In
its April report, the global stance concluded that the world has
changed dramatically in the three months since its last update of the
World Economic Outlook in January. It further established that the
magnitude and speed of collapse in activity that has followed was unlike
anything experienced in the entire lifetimes.
However,
beyond the tragic health hazards and human consequences of the COVID-19
pandemic, as pointed out by the report, the economic uncertainties and
disruptions that have resulted come at a significant cost to the global
economy. With the new campaign, Access Bank is simply assuring its
patrons that it sees their worries and understands their plights at this
trying period.
Like
few Nigerian brands that have become household names in the market,
Access Bank entered humbly about 30 years ago with the ambition of
becoming a solid brand that would command respect across Africa. With
such objective, coupled with a properly aligned strategy and service
offering, the bank has grown from that humble beginning into banking
giant with admirable reputation that transcends the local market.
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