In a bid to create awareness on non-interest banking in the country, Jaiz Bank Plc, Nigeria's first full-fledged non-interest bank at the weekend unveiled its corporate advertising campaign.
The 'REST ASSURED' campaign according to a statement, introduces the concept of interest-free banking as it uses a unique sport to fully engage the audience.
It explained: "Given the unnecessary controversy that heralded the introduction of non-Interest banking in Nigeria, the bank believes it is important to inform and educate all stakeholders about the concept and merits of this banking system and also to reassure everyone that this system of banking is open to all irrespective of race or religion. It complements and provides an alternative to the conventional banking system."
The television campaign which uses golfing analogy to pass it message, the statement added, features Edet Umoh, Nigeria's top ranked PGA golfer and his caddy; focusing on the partnership between the two in ensuring success in a competitive environment.
"The concept of Interest-free banking is also about partnership.
Managing Director of Jaiz Bank, Mohammed Mustapha Bintube had said:
"Non-interest banking is based on sharia principles of ethics, fairness, transparency and objectivity. It is about sharing risks and rewards and working together towards the same mutual objectives"
"The golfer in the advert is a visual metaphor of the bank's customers while the caddy represents the bank as a supportive service provider. The campaign includes above and below the line advertising activity with national press ads and billboard communications. The objective is to convey appropriate levels of information using elements of the sport in a way that is easily comprehended and digested by the target audience.
Jaiz bank boss further explained that the concept of the "REST ASSURED" campaign was informed by the need to reassure Nigerians of all faith of the bank's commitment to deliver a safe, convenient and innovative value added products and services.
He said that the institution had rolled out different products like Jaiz Home Finance, Jaiz Auto Finance, Jaiz Home Appliances Finance and more.