Barclays Kenya – Salary Account August 18, 2014

1. Barclays Kenya – Salary Account August 18, 2014

2. Why are we here? Barclays Kenya have developed a competitive salary account that is a critical must-win for business. Competition has been fierce, especially from Standard Chartered, who are successfully recruiting off the back of very impactful communication which leads with the proposition of discounted credit offers. It is compelling and has urgency. We need to introduce a full fledged communication approach that helps us engage audiences in an engaging and disruptive way. We need to be able to tell a compelling story of why customers should move to us with their salaries. We need to be able to underline the benefits to define and differentiate our proposition to recruit new to bank customers immediately and sustain conversion in our favor. We need to be able to do be able to sustain this dialogue to create favor with new to bank customers.

3. First things first The matter of campaign identity is key. We have also been tasked with coming up with a name for the salary account that encapsulates the benefits of this proposition. Our proposal is to name this account: The ‘ZidishaSalo’ Account. Our considerations in suggesting this name: • It speaks to the proposition of earnings from your salary. • It sets us up to introduce the benefits of how and why your salary will earn you additional benefits. • It moves it from a generic ‘salary account’ platform to one where can begin to own the added value space. • It is campaign-able and optimistic.

4. Many facets. One proposition

5. Introduce The product The benefits The competitive proposition We follow a clear, no-nonsense launch approach. The launch focuses on the product, the benefits and clearly outlines a series of persuasive messages. Even in the absence of a clear competitive advantage vs. competition, we aim to focus on our multiple offerings so our suite of benefits appears superior to competition. And we communicate clearly with strong copy-based messaging.

6. Educate The campaign seeks to deliver key reasons to switch • Press strips that each talk about a benefit. • Radio ads that deliver the six reasons in an engaging and entertaining way through talk ups. • Digital banners hype up the individual points • PR through bloggers supports the initiative • Hashtag that drives product conversations and brings them home.

7. Engage Thought-provoking, conversational messaging. Visibility on top rated and unexpected apertures of opportunity across media. Radio strategy is interactive and relies on advocacy from key opinion leaders. Customer talk back opportunity through a viral messaging platform. Activations that are personalized and compelling. Customer insights have been used in the campaign development process in order to create an emotional connection.

8. Delight Key Product Promotion Double your salary’ promotion adds excitement and urgency to our recruitment drive. This augments the launch effort. We also go further to start to speak to people who have moved their salary account to us and ask them how they do more with their salary every month. This drives loyalty through word-of-mouth as well as helping to create content for us to seed in the last phase of the campaign.

9. Advocate Getting our customers to speak for us We run testimonials on both digital and radio. Why people moved to us, how they are benefiting from the ZidishaSalo account: How they are able to ‘do more’ with their salaries (which is the platform that we will further, and ultimately helps us own a key territory). #ZidhishaSalohelps us create conversational currency to further our campaign idea. This further the word of mouth and encourages people to TAKE ACTION.

10. Messaging architecture Double your salary promo

11. 3 basic steps Leverage This presentation only deals with Launch & Leverage steps. The final step will be done as a separate presentation.

12. Assessing the RTB’s Reasons to move your salary: • Up to KES 6 million unsecured loan on your salary • Free credit card (we cannot call it advance in your hand) • Salary protection cover (retrenchment insurance cover) Reasons for reassurance: • Barclays will buy out your current personal unsecured loan • Extensive  network of over 240 free ATMS countrywide • Free mobile and online banking • Extensive branch network of 121 branches

13. We presented a series of constructs This is the approved messaging construct for the launch campaign.

26. DM and in-branch application potential

29. The roll out plan What are the launch elements? • Viral video • Radio support for hash tag and viral converstation. • Blogger support for #ZidishaSalo • Sales support collateral • In-store messaging (Did you know Barclays offers…) • DM to existing customers (Did you know Barclays offers…) • Outdoor + Print • Street banners. Next steps • Print – Final artworks • Radio – Presenter mention guide • OOH: billboard & banner artworks • Digital: Media plan + banners & scrolling ad artworks + Blogger plan • Activation: mechanic and branding and agency selection • Sales support kit artworks

30. The roll out plan • Double your salary promotion press ads  • Double your salary radio talk ups. • Billboards & banners • Activation • PR support through bloggers Next steps • Print final artworks • Radio final talk up guide • OOH final artworks • Digital advertising banner artworks • Blogger proposal with costs and timings

34. We initially presented a variation of ‘Lynx end of the world’ for launch

35. We now suggest to use it for leverage:DOUBLE YOUR SALARY offer is twowomen per A-board

36. The activation brief This is a two day event. On a Friday, it is staged in the CBD. The following Saturday, it is staged at: • Thika Road Mall • Junction parking lot • ABC parking lot • Village Market The idea is get in quick, create a BIG BANG and then sustain the conversation through social media

37. Logistics Must give us high traffic areas and peak times. ‘BIG event feel’ required (minimum 50 individuals in groups of two ‘twins’) They will be dressed identically, and we will visually see pairs. Need presence of media and bloggers. Would prefer a radio partner to do a live feed. DM material will be simple. A rose stem with a card with the ZidishaSalo benefits, contact numbers & the hash tag. Simple. Sweet. Engaging. Memorable

38. Getting to the task ahead Kick off with the viral video Bring digital content together under a hash tag:#ZidishaSalo. To get conversations going, we record people talking about what they do to make their salary go further. These videos will feature actors who will stage the content that speaks to some core insights that we have collected. We will put these real insights ‘out there’ for people to absorb, react and ultimately, post their own videos on what they do to make their salary go further. CONTENT

39. Catalyzing the contagious journey We create equity around ‘doing more with your salary’. This is then appropriated back to us

40. What are the insights we have gathered? People do all sorts of things to stretch every last bit of their salary and make their income go further. Here are some of the things they mentioned: • I making shopping lists • I lock funds in savings starting each month • Car pooling makes such a difference! • Eating out has become so expensive, I am learning to do good recipes at home. • I’m into more timeless fashion, still wear stuff I had in University. • We watch movies on Tuesdays • I carry fruits for lunch • I carrying lunch to work

41. When probed further… • I almost always buy second hand clothes • I limit the amount of cash I carry • I look for ways to make interesting dishes on a budget • I get second hand school books • I teach my kids to switch off the lights • I restrict myself to one tank of fuel a month • I set my own yoghurt every night. • Ever since we bought our apartment, our salary is no longer wasted on rent. • I don’t go to malls because I always end up buying something I don’t need. • We take shorter showers now. It’s a five minute rule.

42. Putting the insights to work We will select 5 of the insights for initial seeding. These insights are: • I making shopping lists • I lock funds in savings starting each month • Car pooling makes such a difference! • Eating out has become so expensive, I am learning to do good recipes at home. • I’m into more timeless fashion, still wear stuff I had in University. The anytime, anywhere little black dress.

43. What will support the viral launch? • Live presenter mentions on key radio channels. The buying strategy will ensure that we get quick awareness of #ZidishaSalo. • Provide quick awareness • Create conversational currency for the hash tag. • Ask people to send their comments about how they do more with their salaries to support a twitter feed in addition to the conversations around the viral video. • Bloggers will be engaged to further drive people to the hash tag through their huge and growing following.

44. Getting the virals to work

45. Money where your mouth is Serving up our promise Offers to existing salary customers to give them special discounts to help them make more from their salary. Ten potential partners: • Nakumatt • Tusky’s • Bata shoes • Total for free check ups and oil changes • EABL for drinks (Like Baily’s ‘for those you feel at home with’) • Darling weaves • Bookstores • Bakeries • School uniform shops • Safari com