By Ayomide Otitoju
FirstBank, a financial institution with a 130-year legacy, has once again demonstrated its commitment to enterprise growth with its new campaign, ‘The Giant in You.’ This campaign emphasizes the bank’s historical relevance and ongoing support for businesses both within and outside Nigeria.
In a creative display, FirstBank has released a series of visuals across various media platforms to articulate the central message: ‘There is a giant in you.’ The campaign underscores that “FirstBank Puts You First so you can Live the Giant-Life,” reflecting the bank’s dedication to helping customers realize their full potential.
With its iconic elephant logo, FirstBank has consistently embodied strength, resilience, and ambition. The campaign visuals highlight these qualities, showcasing the bank’s robustness and enduring presence in the financial sector. The creative agency behind the campaign, SO&U, strategically chose cast members and locations, including FirstBank’s corporate headquarters, to represent the institution’s grandeur and boldness.
Positioning as a Future-Ready Institution
The ‘Giant in You’ campaign aims to position FirstBank as a dependable, innovative, and proactive institution ready to support its customers and stakeholders in seizing future opportunities. The campaign’s message is clear: consumers with big dreams need a strong, stable partner with the right platforms, solutions, and networks to achieve success.
FirstBank’s campaign narrative focuses on the customer, highlighting the need for a forward-thinking and future-ready mindset. The bank has created an environment with products and services designed to help customers keep pace with the rapidly changing world.
Unveiling the Campaign
During the campaign launch, Yinka Ijabiyi, Head of Brand and Stakeholder Management at FirstBank, emphasized the bank’s belief in the ‘giant’ within every customer, employee, and stakeholder. “This campaign was informed by our belief that there is a ‘giant’ in every stakeholder – a giant dream, a giant possibility, a giant idea, a giant life, and a giant future waiting to be birthed,” he stated.
Ijabiyi added that the bank’s 130-year history of supporting businesses and individuals underscores its commitment to creating giants. “We are making giants and there is no business that interacts with us that does not see the benefits in their business. We are making giants in our customers and we will not stop.”
Technological Advancements and Achievements
FirstBank’s commitment to innovation is evident in its digital solutions. The bank employs market-leading platforms and services, including AI and Robotic Process Automation (RPA), to facilitate 85 percent of transactions digitally. This capability has earned FirstBank recognition as the first financial institution in Nigeria to achieve 100 million sustained monthly electronic payment transactions. Additionally, the bank has reached N1 trillion in transactions through the FirstMonie Agent network.
Historical Context and Future Aspirations
The campaign also revisits FirstBank’s historical contributions to Nigeria’s economic growth, from supporting groundnut pyramids in the north to cocoa bean mountains in the west. The television commercial captures this journey, showcasing the bank’s transformation from its first branch in Lagos in 1894 to its current status as a technologically advanced institution.
FirstBank’s ‘The Giant in You’ campaign is not just a celebration of its 130-year legacy but also a reaffirmation of its mission to support and empower its customers. As the bank continues its journey, it remains dedicated to helping individuals and businesses achieve remarkable success.
