World’s first branded ride-hail­ing ini­tia­tive de­buts in Nige­ria

Business Day (Nigeria) - - NEWS - EN­DURANCE OKAFOR

Chart­ing a new course for lo­cal driv­ers on ride-hail­ing app ser­vices in the Nige­rian mar­ket, Ster­ling Bank plc used their cabs as out-ofhome me­dia to an­nounce its re­freshed brand iden­tity in the Nige­rian mar­ket.

First of its kind any­where in the world, the ini­tia­tive opens a new stream of in­come for driv­ers on Uber and Tax­ify plat­forms in Africa’s largest and fiercely com­pet­i­tive mar­ket.

Ap­plaud­ing the move, reg­u­lar Tax­ify rider, Ade­ola Ade­jokun said “I woke up to the sight of sa­loon cars on the main­land wear­ing Ster­ling Bank’s new logo. It did not click un­til I re­quested a ride and one wear­ing the proud colours of Ster­ling showed. Be­hind the wheels was an elated driver full of praise for Ster­ling Bank for im­prov­ing his bank ac­count bal­ance at the point in time when his rent was due, in ad­di­tion to his chil­dren’s school fees. The driver de­clared that he would not have risked the desert route to Europe if the type of op­por­tu­ni­ties be­ing cre­ated by Uber, Tax­ify and Ster­ling Bank were avail­able some 10 years ago.”

Ade­jokun added that the bank’s de­ci­sion to part­ner with lo­cal driv­ers is com­mend­able be­cause it de­liv­ers di­rect eco­nomic ben­e­fit to a striv­ing so­cio-eco­nomic class.

On his part, Brand An­a­lyst, Ade­wale Okoya, said, “We should watch out for Ster­ling, the bank is onto some­thing. It is one of the few brands that is true to its ethos of en­rich­ing lives. There is no bet­ter tes­ta­ment to this than its ar­ray of mar­ket dis­rup­tive of­fer­ings in­tro­duced in the last few months that is chang­ing the way peo­ple in­vest in trea­sury bills, se­cure con­sumer loans and pay trans­port fares.

“I am par­tic­u­larly de­lighted by the new in­come stream cre­ated for driv­ers at Tax­ify and Uber by this un­con­ven­tional bank. It is di­rect eco­nomic em­pow­er­ment of in­di­vid­u­als who are striv­ing to make ends meet. At least these driv­ers have a rea­son to smile this Jan­uary.”

Okoya noted that the num­bers will con­tinue to add up for Ster­ling in terms of profitabil­ity given its strate­gic ap­proach to brand com­mu­ni­ca­tion, es­pe­cially its clin­i­cally ex­e­cuted re­brand­ing ex­er­cise. “Depart­ing from the norm, Ster­ling ef­fec­tively de­ployed taxi ad­ver­tis­ing, a premium out-of-home ad­ver­tis­ing for­mat, to present its re­freshed brand to Nige­ri­ans.

“The bank’s new cor­po­rate logo has be­come eas­ily rec­og­niz­able in just a few days be­cause it has been taken round the en­tire La­gos me­trop­o­lis by cor­po­rate taxis. I have sighted the lo­gos on cor­po­rate taxis at the hottest spots in town such as com­mer­cial ar­eas, air­ports, ho­tels, night­clubs, wor­ship cen­tres and the city cen­tre.”

Apart from en­joy­ing re­call by reach­ing a con­cen­trated and var­ied au­di­ence in the busiest parts of La­gos on a daily ba­sis, Ster­ling’s brand re­fresh also plucked the heart­strings of dig­i­tal na­tives in Nige­ria and the Di­as­pora. The bank has been the sub­ject of pos­i­tive trend­ing con­ver­sa­tions on­line for days. In­dus­try watch­ers have been ap­plaud­ing Ster­ling in the last 12 months for de­liv­er­ing high im­pact cam­paigns at the best­cost pos­si­ble.

Newspapers in English

Newspapers from Nigeria

© PressReader. All rights reserved.