FNB ON SONG
A YOUNG GIRL is singing South Africa’s national anthem to a packed FNB stadium. Near the end she falters – but the audience of 80 000 fellow South Africans join in and help her finish the song. It’s goose-bump stuff that gives life to First National Bank’s “how can we help you?” positioning. Under newly appointed chief marketing officer Bernice Samuels, FNB has put together a multifaceted strategy to take that positioning (now more than 10 years old) to a new level. The agency is MetropolitanRepublic.
A YOUNG GIRL is singing South Africa’s national anthem to a packed FNB stadium. Near the end she falters – but the audience of 80 000 fellow South Africans join in and help her finish the song. It’s goose-bump stuff that gives life to First National Bank’s “how can we help you?” positioning. Under newly appointed chief marketing officer Bernice Samuels, FNB has put together a multifaceted strategy to take that positioning (now more than 10 years old) to a new level. The agency is MetropolitanRepublic.