INTRO

In their quest to give more value to existing and potential customers and put smiles on the faces of their customers, Fidelity Bank, Ghana’s largest privately-owned Bank, introduced an exclusive value-driven campaign called ‘Switch & Smile’.

The ‘Switch & Smile’ Campaign aimed at making salary accounts attractive and valuable, ran for a period of three months beginning from August 2018 to October 2018.

PROBLEM STATEMENT

In the aftermath of Ghana’s Banking Crisis, Fidelity Bank decided to put smiles on the faces of their customers and potential customers with the switch and smile campaign. The campaign aimed at making salary accounts attractive and valuable.

STRATEGY

It benefitted existing salary account holders at Fidelity Bank, new customers who switched their salary accounts to Fidelity Bank and even those who opened new salary accounts at Fidelity Bank.

The campaign ran for a period of six months from July 2018 to December 2018.

RESULTS

This successful campaign got a lot of media and public visibility, which gave Fidelity Bank the opportunity to stand out and grow their customer base.