CASE STUDY - GUARANTY TRUST BANK PLC.
Creating a distinct financial services brand.
Guaranty Trust Bank Plc. also known as GTBank or simply GTB is a Nigerian multinational financial institution, that offers online/internet banking, retail banking, corporate banking, investment banking, and asset management services, with its head office in Victoria Island, Lagos.
Founded in 1990, GTBank is one of the top brands in Nigeria. It has over 230 branches in Nigeria as well as subsidiaries in London, Cote d’Ivoire, Gambia, Ghana, Liberia, Sierra Leone, Uganda, Kenya, and Rwanda.
Taking off from the success of the “Orange Rules” campaign (also conceptualised and deployed by Alder Consulting), Guaranty Trust Bank Plc. retained the services of Alder Consulting to manage and promote the brand strategy and marketing communication of the bank.
Alder developed several brand communication campaigns, concepts, and communication materials for the bank tailored to the unique personality of the bank. An overall campaign theme was also developed.
Alder conceptualised the idea for the song was birthed during an in-house strategy session for Guaranty Trust Bank’s marketing campaign. Following approval by the bank, Alder managed negotiations with Asa (the bank’s preferred artiste) and her team. The outcome was an inspired single titled “The Place to be”.
The song that captured the essence of Guaranty Trust Bank and the Bank’s Orange Rules – Simplicity, Professionalism, Trustworthiness, Excellence, Service, Social Responsibility, Friendliness, and Innovation.
In celebration of the innovative and pioneering spirit of Guaranty Trust Bank, Alder proposed the development of the first corporate postage stamps in Nigeria.
Designs and applications for the stamps were done by Alder. We also negotiated with the Nigerian Postal Service through the Nigerian Philatelic Society on behalf of the bank.
A press conference was held at the head office of the Bank to officially launch the commemorative stamp. A collector’s edition of the stamps was given out to guests at the bank’s 20th-anniversary dinner event.