We took over the NBC account in April 2008. Our first brief was to create a campaign for embedded funeral cover, a new benefit of the ordinary savings account. After discussing initial concepts with the team we realised we were completely on the wrong track. Cultural differences.
In Tanzania, when someone passes away the community contributes to the family so the value of funeral cover would be lost on Tanzanians. At this moment the strategy of NBC was born.
The bank thats with you all the way. Each piece of communication asks a question ; 'What bank...' and it is answered by 'The bank thats with you all the way'.
The NBC bank manager is represented by a hand of a businessman with a NBC cufflink. The Funeral Cover brief was solved by asking 'What bank would contribute money for your funeral?'
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