Barclays Africa has announced the launch of its first ever Pan-African brand campaign, Prosper, that aims to capture what Barclays stands for and how the bank is helping people achieve their ambitions – in the right way.
The launch was marked by event where Barclays met with bloggers to show them how they plan on using both traditional and digital media to enable their customers to prosper.
“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,†said Jeremy Awori, Managing Director of Barclays Bank in Kenya.
The campaign will run in 11 markets across the continent including Kenya, Botswana, Mozambique, Seychelles, Mauritius, Tanzania, Ghana, Zambia, Uganda, Zimbabwe and later Egypt.
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.
To capture the art of storytelling in the brand campaign, Barclays has further launched the Barclays Prosper Community, a Facebook community of shared interest and aspirations. The aim of the group is for people across the continent to share stories, pictures and ideas about what it means to prosper.
“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.
Here is a look at the TV advert for the campaign.