Discover Top Posts Tagged with #alvasonguru

Running Water

Saroyo bottled water was positioned as the 'Water for champions' due to the brand's association with Kenya's athletics legend, Kipchoge Keino as well as its popularity with Eldoret-based world champion runners.

I subsequently wrote and art directed this print ad and poster, premised on the fact that water makes up almost 75% of our bodies.

#running water #AlvasOnguru

MOVE

In 2003, NIC, which was hitherto an assert finance bank, was entering the retail banking segment and needed communication that would launch them into this sector and also create enough differentiation to gain traction at launch.

We began the process by exploring the competitive environment into which NIC was entering, with a view to create differentiation by disrupting the conventions of retail banking and building a break-through product that would instantly get attention and induce trial.

We then explored the target market from which the bank was aiming to recruit:

- Who were they? - What age were they? - What was their lifestyle? - What were their social habits? - What did they like most about their current bank? - What did they find most frustrating about their current bank?

During a period when banks in Kenya were mostly inflexible and scored rather poorly on customer needs, it wasn’t surprising to find that most of the target group were unhappy and dissatisfied with their current banks:

So we asked them what they would do if there was a bank that satisfied their frustrations. The answer was unanimous: They all said they would “MOVE”.

And thus was born the verbal identity of NIC’s retail bank.

Working closely with the bank, we developed a retail banking product that fit seamlessly with the lifestyles of our target consumers. We then created the entire range of communication, from logo to stationery, to the design of the banking boutiques known as “Move Zones”, the design of the cheque books, colourways, design of bank statements, etc.

Everything was deliberately designed to look fresh, trendy, and very un-banklike.

The Result:

MOVE was an instant success and became the buzz-word among the target audience. Everyone wanted to open a MOVE account. But most importantly, over 60,000 MOVE accounts were opened within the first 6 months, and forever changed the banking landscape in Kenya.