In their bid to leverage on the festive seasons to connect with their customers and gain top of the mind awareness, financial brands in Nigeria emerged the biggest spender on advertising during the recent Muslim festival, Eid el Kabir (Sallah) celebration.
According to investigation conducted by MARKETING EDGE on the advertising spend during the Sallah, a lot of brand, across sectors in Telecommunication, Fast Moving Consumer Goods (FMCG), Banking, Insurance, Integrated Marketing Communication (IMC) companies churned out inspiring messages and well thought out copies that connected with Muslim faithful around the world.
However, the financial brands like GTBank, Zenith Bank, Sterling Bank, Sky Bank, FCMB, Diamond Bank, First Bank, Fidelity Bank and others were the top brands that had their advert appeared most in the national newspapers during the period. Thisday, The Nation, The Punch, The Guardian and others were the major destination of some of the advert placements in the days preceding the Sallah, on the Sallah day (1st September, 2017) and days after the festival.
Aside the financial brands, sectoral brands like MTN, 9Mobile, Glo from the telecommunication sector; Sona Agro Allied Foods, Dangote, Promasidor, Veleta, Total Nigeria Limited, Leadway Assurance Company Ltd, Premium Pension Limited and among others had remarkable presence on print during the period.
The Sallah messages revolved around faith, sacrifice, love, generosity, gifting, peace, and celebration. The images used includes: Mosque, Rosary, Kaaba (a holiest place in Islam located in Mecca), Ram, a man praying and others.
Eid el Kabir Festival also known as Eid al-Adha (also called the “Sacrifice Feast”), honours the willingness of Ibrahim (Abraham) to sacrifice his son, as an act of obedience to God’s command. Before Abraham sacrificed his son, God provided a male goat to sacrifice instead. Muslims around the world observe this event.
Some of the advert messages of the financial brands, which included GTBank stated: “Eid Al-Adha Mubarak. May the blessings of this Eid bring prosperity and joy to your heart and home. Here’s wishing you the peace that comes with this season from all of us at GTBank.”
That of Zenith said: “Eid Mubarak. This Eid-el-Kabir, may your sacrifice bring forth Allah’s blessings to light your way and lead you to external happiness, success and peace.”
For Skye Bank it was: “The Triumph of Faith. On this occasion of Eid-El-Kabir, may Allah help you imbibe the wonderful teachings of the holy prophet and grace your home with warmth and peace. Eid Mubarak! From All of Us @Skye Bank”
Sterling Bank’s advert said: “May all your generosity, love and obedience bring forth unending blessings this special season. Happy Eid El-Kabir.”
FCMB felicitated: “May the teachings of the season remain in our heart always. Happy Eid El Kabir,” and Diamond Bank:” Here’s wishing everyone a happy celebration.”
First Bank: “As you celebrate this feast of sacrifice, may the blessings of Allah light your path and may the day bring peace, joy and prosperity.”
In Fidelity Bank, the lenders said: “It’s a season of blessings. Happy Eid-el kabir from all of us at Fidelity Bank.” Heritage said: “May the genuine spirit of Sacrifice spur us to be a blessing to others around us.” Access Bank posted: “May the spirit of this season light up your path now, tomorrow and always. Eld Mubarak . From all of us @ Access Bank Plc” and Wema Bank said: “Eid Mubarak, from all of us at Wema Bank”.