Sterling Bank has partnered with local drivers using their cabs as out-of-home media to announce its refreshed brand identity in the Nigerian market.
The initiative which is first of its kind opened a new stream of income for drivers on Uber and Taxify platforms in Africa’s largest and fiercely competitive market.
The initiative also ensured that the bank’s new logo was highly visible and easily recognisable few days after its launch.
Commenting on the initiative, a driver-partner, Saheed Olajuwon, lauded the bank and its marketing partners for introducing such initiative; saying it is an ingenious idea.
“This newly introduced scheme is well received by many and we do hope that other corporations will emulate Sterling Bank.
“Before now, it is almost impossible to increase our daily and weekly earning potential; so I can describe this as a New Year gift for drivers,” he said.
On his part, the Brand Analyst, Adewale Okoya, said it is one of the few brands that is true to its ethos of enriching lives.
“There is no better testament to this than its array of market disruptive offerings introduced in the last few months that is changing the way people invest in treasury bills, secure consumer loans and pay transport fares.
“I am particularly delighted by the new income stream created for drivers at Taxify and Uber by this unconventional bank,” he said.
He described the initiative as a direct economic empowerment of individuals who are striving to make ends meet.
“At least, these drivers have a reason to smile this January. The numbers will continue to add up for Sterling in terms of profitability given its strategic approach to brand communication, especially its clinically executed re-branding exercise.
“Departing from the norm, Sterling Bank effectively deployed taxi advertising, a premium out-of-home advertising format, to present its refreshed brand to Nigerians.
“The bank’s new corporate logo has become easily recognizable in just a few days because it has been taken round the entire Lagos metropolis by corporate taxis.
“I have sighted the logos on corporate taxis at the hottest spots in town such as commercial areas, airports, hotels, nightclubs, worship centres and the city centre,” he added.
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