Wema Bank has unveiled its 2026 Valentine’s Day campaign, Evolution of Love, as part of efforts to promote newly introduced features on its digital banking platform, ALAT.
The campaign follows a recent upgrade of the ALAT app and is designed to reflect how expressions of love change over time. Rather than focusing solely on romantic relationships, the initiative also highlights self-love, friendship, family ties and long-term partnerships, aligning the celebration with the diverse lifestyles of the bank’s customers.
Under the campaign, customers are grouped into four categories, singles, friends, married couples and couples preparing to wed in February. Participants are required to create a “Love Goal” on the ALAT app and post a one-minute video on social media explaining how their love story or personal journey has evolved. Selected entries will receive rewards such as cash prizes, lifestyle vouchers and short holiday getaways, while one February wedding is expected to feature a performance by a celebrity artiste.
Brandspur Banking News Desk understands that the campaign is part of Wema Bank’s broader strategy to deepen customer engagement while encouraging increased use of its digital banking tools.
Speaking on the initiative, Managing Director and Chief Executive Officer of Wema Bank, Mr Moruf Oseni, said the campaign reflects the institution’s commitment to customer-centric banking. He explained that expanding Valentine’s celebrations beyond couples was intentional, given the varied realities and experiences of the bank’s users.
According to Oseni, the initiative is designed to promote self-worth and meaningful friendships among singles, reinforce bonds within families and marriages, and celebrate key milestones for couples planning to tie the knot. He added that the bank’s objective is to ensure customers feel valued and included during the Valentine season and beyond.
He said love remains central to delivering meaningful customer experiences, noting that Wema Bank continues to embed intentionality and care into its products and services. Oseni added that recognising different love journeys allows the bank to connect more deeply with customers at various stages of life.
To qualify for participation, customers are required to upload their videos on social media using the hashtag #ALATEvolutionofLove and tag Wema Bank’s official handles. Participants must also activate SAW, the voice banking feature on the upgraded ALAT app, create and fund a Love Goal, and carry out transactions using an ALAT or Wema Bank card within the campaign period.
Wema Bank stated that the Valentine campaign is part of its ongoing lifestyle-driven marketing initiatives aimed at boosting digital adoption while strengthening emotional connections with customers through personalised banking experiences.
