Yesterday Barclays took time to have a meet up with some bloggers to talk about the launch of its Pan-African campaign Prosper. The campaign which embraces both traditional and digital media is aimed at showing Barclays customers and shareholders’ that Barclay’s core purpose is still to make them prosper.
There was an advert ( I loved it) which is very emotional and compelling. The advert shows how Barclays wants to continue supporting the ambitions of its customers – in the right way.
“In Prosper, we believe we have a brand campaign that will unite our businesses across the continent, while bringing to life our purpose of helping our customers achieve their ambitions,” says Jeremy Awori, Managing Director of Barclays Bank in Kenya.
The campaign will run in multiple markets (11) across the continent including Kenya, Botswana, Mozambique, Seychelles, Mauritius, Tanzania, Ghana, Zambia, Uganda, Zimbabwe and later Egypt.
The key elements of the campaign are storytelling and customers telling their experience. To encourage this Barclays has Prosper community on Facebook, where people with shared interests and aspirations can tell their stories, share their pictures and give ideas on their definitions of prospering.
The Barclays Prosper Survey. The word prosper invokes different meanings to different people across Africa. At the centre of the campaign is the question, ‘what does it mean to prosper.’ Barclays has also launched the Barclays Prosper Survey, a Pan-African online survey to assess how the word ‘prosper’ is interpreted in different markets, across different demographics, and how people believe they are able to prosper across Africa. The survey results will be announced in May 2014.
“Prosper provides us with a platform to build affinity with our brand while also delivering clear and concise product and service campaigns that will help our business grow while enabling our customers to prosper,” concludes Awori.