Prime Bank
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what’s on the table
Prime Bank is a Tier 2 bank with a regional presence in Kenya with affiliations in five countries within Sub- Saharan Africa. With 19 branches nationwide, they have solidified themselves a trustworthy family-owned bank for Kenya’s affluent community.
Client: Prime Bank
Services: ATL, BTL & Digital Marketing
Year: 2025
key challenges
Who’s it for?
Prime Bank was considered a predominantly Indian Bank. It was also considered an older generation bank offering old or outdated methods for banking as well as being a ‘rich persons’ bank.
strategic insights
Take into account
Since this is a highly emotional category, mothers were hesitant to try a new brand. Their concern – they would not find it reliable or of the quality they expect. furthermore, competing multinational brands reacted immediately by slashing their prices and taking up all branding opportunities within the supermarkets to discourage Snuggles to successfully enter the market.
Approach
Investing in the future
We set out to directly engage with a younger and diverse audience by presenting them with the bank’s on-the-go services like mobile and Internet banking. Additionally, we developed marketing tools for investment products that included savings plans for education and bancassurance.
outcome
This ongoing engagement has dramatically increased consumer uptake on the mobile and internet platforms, especially among our younger target audience. The bank now has a diverse customer base ranging from young professionals to farmers to entrepreneurs and large corporates. Consumer brand awareness and brand loyalty has increased significantly courtesy of attractive visuals, billboards, TV commercials and innovative product offerings.
