BBS Bank
Our comprehensive services include campaign big idea, messaging, copywriting, creative design, photography, audio-visual production, artwork development, and handover.
The brief
Botswana Building Society (BBS) enlisted Valora to create an innovative campaign for the successful introduction of their VISA card to current and prospective customers. The campaign’s objectives included:
Generating awareness about BBS’s new VISA card offering. Informing both internal and external stakeholders about the card’s distinctive features and advantages. Crafting a campaign that would immediately resonate with the target audience. Lastly, to drive adoption by initially focusing on BBS staff and regular savings account holders.
Understanding today
Valora reviewed the offering’s marketing strategy, referring to it as the starting point for development of two campaign theme routes. In addition, Valora conducted desktop research to obtain an understanding of successful VISA card launches rolled out by VISA as an organisation and with partnering financial service providers. Valora also hosted a workshop with the client project management team to get granular insights on pain points the offering was looking to address for existing customers and markers that would be leveraged to attract new customers. Post the workshop, Valora summarised the offering’s core benefits and aligned them to key themes and sub-themes from an excitement building and buy-in standpoint which would be tapped into for the campaign’s build out.
Explore possibilities
Two routes were developed and presented to the BBS project management team. The first route focused on exposure to new possibilities. The second route focused on the ability to accomplish more through use of the VISA card. For each route, Valora scripted a big idea (overarching message) which was then converted into messages which would be used to launch the campaign across various platforms | channels. Messaging was developed for static platforms such as billboards, bus stop posters, wall posters and print.
Messaging was also developed for dynamic platforms which consisted of social media, radio and television. Client reviewed the two routes and approved the accomplishing more route for further build out. Due to unforeseen circumstances, Valora and client recommended a third route be explored. The third route focused on speed which facilitated growth. This was selected for further build out which included the development of internal and external campaign copy. The approved copy was handed over to the creative team for design roll out.
Shape Tomorrow
Two routes were developed and presented to the BBS project management team. The first route focused on exposure to new possibilities. The second route focused on the ability to accomplish more through use of the VISA card. For each route, Valora scripted a big idea (overarching message) which was then converted into messages which would be used to launch the campaign across various platforms | channels. Messaging was developed for static platforms such as billboards, bus stop posters, wall posters and print. Messaging was also developed for dynamic platforms which consisted of social media, radio and television. Client reviewed the two routes and approved the accomplishing more route for further build out. Due to unforeseen circumstances, Valora and client recommended a third route be explored. The third route focused on speed which facilitated growth. This was selected for further build out which included the development of internal and external campaign copy. The approved copy was handed over to the creative team for design roll out.
Bright, balanced blend creates a new standard
The rolled-out campaign positioned BBS in a new light – a responsive financial service provider focused on giving its customers more services and better experiences. The client project team intends to leverage the launch to build a new
and exciting narrative for the firm which will contribute to the launch of other offerings that will modernise client experiences and encourage them to do more business with BBS – over and above savings and home loan access.