GCB BANK
THE CHALLENGE
After years of struggling with a poor reputation, GCB Bank undertook significant changes to enhance the banking experience. These efforts were overshadowed by the perception of being the most by-the-book bank in the country with so much red tape, it was only natural that people dreaded going to a GCB Bank. However, GCB also held the distinction of being one of the most reliable banks in Ghana.
THE IDEA
We combined the contrasting emotions of dread and reliability into a compelling narrative that reflected the bank’s renewed vision. We used boxing as a metaphor, to define the role of GCB Bank as “the bank in your corner”. A direction so brave, in a territory that none of the other more modern brands had ventured into.
THE RESULTS
The campaign successfully set the tone for a new brand experience, introducing modern practices and features that resonated with a younger generation. It shifted public perception and fostered a stronger connection between the bank and its customers. The campaign was recognized for its impact, winning a gold award at the 2015 Gong Gong Awards. The most significant achievement is the transition from what was known as “the old people’s bank” to one that is relevant in this modern landscape.