Create an advertising campaign for ARM, a leading Nigerian bank uniquely providing investment products that benefit from excellent returns, and offering quality financial advice through their specialist Investment Centres.
The idea was to link the personal ambitions of ARM’s investors and potential investors with the bigger ambition to turn Nigeria as a whole into the economic powerhouse of Africa.
The collective willpower, energy, talent and wise investment of hundreds of thousands, possibly millions of Nigerians, channelled into ARM investments, could make a significant contribution to an economy set to be worth $900bn by 2020.
Building on the self-interest, hopes and dreams of Nigerians, the spirit of the campaign could be summarised as “GO RAISE AMBITION! GO INVEST ARM! GO NIGERIA!”
A series of rallying calls to action were created, all centred around the verb “GO”, to encourage Nigerians to get up and claim their democratic right to good financial advice from the new ARM Investment Centers – an attractive and trustworthy ‘third place’ that can act as a one-stop shop for Mutual Funds, Stocks & Shares, Pensions and Real Estate.
Visually, the campaign took an illustrated typographic approach inspired by Nigerian street art and murals, with bursts of patriotic colour.
The campaign ran in multiple media, including billboards, press ads and radio advertising.
Paul Currah worked on this project as part of a team. © The Partners