From “Yes” to “HacunaMatata”: Skye Bank Drives Problems-Free Philosophy - 2008-06-09

Creativity in general is rare. This is one of the reasons why in music, artists sometimes stay rather too long on a piece of work that happens to make a hit. This allows them to economically explore the work to advantage. The situation is not too different in advertising agencies, the creative juice rarely flow ceaselessly. Even when it sometimes does, the client might be averse to the work. So, most of the time when the agency and the client agrees on one and fortunately the work become accepted, to make the most of the work. Such work in many occasions than one ends up being over flogged. A one-time joyous signature tune becomes monotonous and irritating to the ears.

With “Yes”, CentrespreadFCB recorded a “hit” and exciting campaign for the Skye Bank Plc. The industry felt the effectiveness of the multi-media campaign which gave life to most of the thing the bank does while the campaign lasted. Though, a generic word, but the campaign has within the frame of the industry, advertising campaigns and marketing generally, an ownership has been established for the everyday common word “Yes”. Skye bank owns that word in the minds of number of peoples. The campaign broke the ice on the brand and endeared the bank and its array of financial products and services to the banking publics and customers in particular.

The bank's record demonstrates the positive impact “Yes” campaign had on the bottom-line within the two years of its deployment. The result of the financial year ending September 30, 2007 , shows a 72 per cent increase. This translates to N39.36 billion compared to N21.05 billion of the corresponding year. Its deposit liabilities is also said to have grown by over 100 per cent to close at N269 billion from the N125.45 billion of 2006. Aside from that, total assets and contingents again rose by 145 per cent, from N174 billion recorded in 2006 to N516 billion in 2007.

The enumerated success of the campaign dictated the apprehension of the public when the news broke that the campaign was to be replaced. They saw the decision both on the part of the agency and Skye Bank as a bold one which could either further make or impair the brand. The questions include would this brand drop equity studded “Yes”?, at least for the bank! or how else can its agency creatively say “Yes” in a new campaign to generate interest in the public?

To solve the puzzle, CentrespreadFCB last week broke its new campaign for Skye Bank brand. The campaign runs on the phrase “Hacuna Matata” but like its predecessor, its adapted to take the one word theme format which is fast becoming the Skye bank tradition. Hence, the theme of the new campaign “Hacunamatata”.

To the non initiates and very young folks, the phrase probably means nothing. But it is a Swahili phrase that means “there are no worries” or “no worries”. The phrase has however attracted global attention. Legendary reggae artiste BonnyM in 1983, released “Jambo Hacuna Matata No problems”.

Also, in 1994 the American animated movie The Lion King brought the phrase international recognition, featuring it prominently in the plot and devoting a catchy song to it. Therefore, the phrase is by no means a jargon but a Swahili word that translates to “No worries” in the minds of a global audience.

In the last week edition of M2 Vol 3, Issue 50, dated June 9, 2008, industry experts who spoke on the then yet to be unveiled campaigns recommended that the next level of the campaign must build on the “Yes”. The new campaign must cascade to yes for the bank to continue to leverage on the “Yes” equity.

This seems to be exactly what the agency has done with the new campaign. Moving from “Yes” or rather fusing the “Yes” into the new “Hacunamata” (no worry) allows for a unbroken storyline campaign. If a brand says “Yes” to a customer desire apprently the next level is a more affirmative “Yes there is no problem, no worry”. This concept is a “tight” way out of what would have been a tight corner for the bank and the agency. The duo are able to creatively extend the life of the “Yes” campaign which has become a moral high ground for the brand.

The execution of the concept reveals a well thought-out process. Physically impaired (blind) star artist, Cobhams is a perfect fit for the lead role. “Possibilities”, “No problems, No worries”. The dexterity displayed by artist tells story in these virtues that are sooner going to be associated with the Skye bank brand. Therefore, the choice of the lead cast cannot be faulted. Starring the respected star in a commercial for a brand is a positive add-on. Beyond the advertising, the choice teaches moral values and inspires citizens of the nations.

The writer or writers on the campaign did a wonderful work. Smooth flow from the person of the lead cast to the personality of the brand. “It's amazing to know how people seek to say “Yes” to the needs of a blind musician like me. But how can one meets their various need? It goes to explain the bank's new problem-free philosophy which actually ties in with the crux of the “Yes” campaign.

Compared to the flawless delivery of “Yes”, the delivery of the current campaign sound a little bit forced. However, the personality and pedigree of likable Cobhams provides soft landing. The Art Director, too, did some fantanstic work, custume and ambience are perfect as these take away the commercial form the boring handshakes, suits, branch network, figures and the likes usually associated with bank commercials.

Given the option to pick between the two campaign, I will go for “YES”, but CentreSpreadFCB's ability to record this commendable feat back to back is impressive. There is no doubt as the more reinforcement comes in, the more the commercial becomes more interesting. The bank through the new campaign has been able to reaffirm its brand promised even in stronger terms. The more there is internal buy-in from the staffers, the customers will have no choice but to patronize the bank. This done, the campaign like its predecessor, will make its positive marks on the bottom-line. The other good thing is that the concept can be flexible and therefore be adapted to suit every aspect of the bank corporate, CSR, product/services and PR needs.

Comment: Good work.