Rebranding in Kenya
We had the amazing opportunity to work with Interbrand Sampson East Africa and South Africa on the rebrand of the Commercial Bank of Africa, CBA, which launches today in Kenya and Tanzania.
The before and after of the logo
The brand has a strong heritage and history in Kenya and has for almost 50 years, looked after some of East Africa’s most prestigious customers. Thanks to Kenya’s (Obama’s links etc) and Africa’s (World Cup) emergence into the global sphere, the brand needed to evolve considerably from the functional “stress-free banking” message to a more a emotional promise.
We chose the path to build the brand around the recognition for a “time for more” for CBA’s customers. While financial stability is important, it’s time and self actualisation that delivers true meaning in our lives, something our clients strive to deliver with their offer of “Couture Banking”.
The campaign began 2 weeks ago with a teaser campaign that included a countdown clock on the website, moreiscoming.com. To drive traffic to the site we erected statues of the logo in 4 iconic areas of Nairobi with covers and moreiscoming.com branding and we also had radio dj’s talking about the site and the mystery structures.
The teaser microsite including the scrambled logo
From today we have a competition running on timeformore.com where customers can tell us what it is they want more in life and one person will win it. We also kick off with all the outdoor, print and TVC elements and are coinciding the launch with that of Forbes Africa in Kenya by giving personalised copies to top clients. You can see some of the elements below.
The TV ad was shot in Kenya by Miles Goodall which displays the ultimate desire of having and working towards time for more. The print executions show the experiences of a meaningful life in and around East Africa and were shot by photographer Andrew Brauteseth.
More journey
More quality time
More exploration
More treasures
More discovery
More craftsmanship
More history
More gamesmanship
More views
More relaxation
More of the campaign can be seen at facebook.com/timeformore.
Peace.
Why do you have a banner to a SMS subscription service on your site? Do you really need to make a few bucks off these tacky banner ads?
Very poor taste in my opinion.
It’s definitely not something we organise or allow. That’s a WordPress ad.. I am trying to work out how to ensure we don’t have it. Thanks for the comment though.
I like it… And for that reason i want to work for CBA…more than ever.
Thanks Victoria. We are really happy with it and the prospects of building the CBA brand in the future.
Like it! I love the ad. I bank at CBA and I don’t think there’s a better bank here in Kenya.
Thank you so much for the comments Robert. Appreciate it and there will be a lot more than comes from it. It’s a great time to bank with CBA.
Great ad, love the music. Who is the singer and can the track be bought?
Very good ad, especially if shot in kenya… Check my review here http://bit.ly/tD4Lgo
Hi John. Thanks very much for the review and comments. The ad was in fact 100% stylized, art directed and shot in Kenya, in and around Nairobi. We had a great local team based in Nairobi who assisted us and we only used a South African director and editor. I lived in Nairobi for 5 years and hence felt confident we could tell a Kenyan story, in fact one that most South Africans can’t identify too much with.
With regards to the interiors, the Junction Branch is the first to display the new look. It’s definitely worth having a look. The rest will all be rolled out over the next few months.
Thanks again for the review, always good to get nice feedback like that.
Hi dean. Thanks for the response, the story truly reflects a kenyan experience. Will definitely pass by the junction ( I can see you are a true nairobian).
I have admired the quality of the work, Kudoz
Spot on re-branding! Good job.
Thank you Paul.