Group managing director of Skye Bank, Tokunbo Abiru has provided additional insights on why the bank launched another TV commercial on its digital banking solution; SkyeXperience. The television commercial which is titled “You Are in Control” expresses the unique value proposition of the product to include its Omni-Channel, Self-Service and uniform sign-on across multiple devices.
Business Hilights recalls that the bank was shot to limelight some years ago, when it launched ‘I Wish’ and ‘Hakuna Matata’ TV commercials which trended both within and outside Africa’s banking space, drawing traction to the bank from far and wide.
According to Abiru, “Banking is no longer about the physical building but where you are and the device you are using. SkyeXperience is therefore designed to give our customers, a seamless and consistent transition from one channel to the other without any hindrance.
He said the idea came up to deepen the bank’s drive to grow financial inclusion using digital platform.
However, in his analysis of how the TVC creative thrust works, Head of Strategic Brand Management of the Bank, Nduneche Ezurike, explained that the TV commercial, conceptualized from the view point of a compelling narrative in consumer lifestyle, is a complete departure from the traditional approach where organizations attempt to talk at customers about their size, strength, resilience, reliability among other value propositions.
He averred that “the SkyeXperience TV commercial can best be described as personal benefit advertising in which the consumer is the source of power and the A-Z of everything. It depicts a conscious effort to engage the consumer in his ecosystem by interpreting his lifestyle and communicating the benefits SkyeXperience offers the consumer”.
Further backup narrative from a veteran Nollywood and film producer, Charles Novia, who drew the inspiration for the deal from his years of industry experience, said “Production–wise, the SkyeXperience TV commercial has aesthetic value”.
“For us in film making and commercial production, it is one of the things we look out for. “It is pleasing to the eyes. It is important to note that it was shot with full high definition camera – one of the highest available today. Also, the use of motion graphics was well executed,” Novia noted.
In his goodwill message, the Group Head, Product and Innovation Group of the Bank, Ndubuisi Osakwe recalled the bank had historically championed payment systems with multiple solutions that address payment solutions including: channels, tablets, desktops and mobile phones for mobile and internet banking.
Osakwe added that “The market has evolved and today we are moving to the next level where the device you’re using does not limit you to the kind of service you get.
“Hence, the SkyeXPerience world delivers internet banking on the go (i.e. one solution that fits all your banking needs). We call it Omni-channel, in which the experience is uniform, easy to use and a single sign-on across all devices,” he asserted.
Business Hilights further gathered that SkyeXperience offers customers a plethora of benefits which makes the platform unique; thus enabling customers to be in control of their banking needs at the push of a button on any mobile device. Banking simplicity, self-service banking, Omni-channel experience and a highly secured platform, among other features, is what distinguishes SkyeXPerience from the rest of the pack.
