Access Bank was widely perceived as a bank built for corporates and high level business clients. This perception created a barrier to adoption among retail customers who sought relatability, warmth, and human connection from their bank.
We adopted a storytelling led approach that spotlighted the people behind the brand. Through emotionally resonant video content and PR driven narratives, we told authentic stories of Access Bank going above and beyond for their customers.
These stories humanized the brand, showcased empathy, and reframed Access Bank as a bank that truly understands and supports everyday aspirations.
Over the years, we developed a suite of emotionally driven campaigns that blended storytelling, human insight, and mass reach. Each campaign reinforced Access Bank’s commitment to service, inclusion, and everyday dreams, helping bridge the gap between corporate strength and retail warmth.
Campaigns Executed
These shifts translated into measurable improvements:
Achieved over 48 million cumulative impressions nationwide across TV, digital platforms, PR coverage, and social media, significantly expanding Access Bank’s retail visibility.
Drove a 36% improvement in positive brand perception among retail audiences, with notable gains in attributes such as “relatable,” “caring,” and “a bank for people like me.”
Recorded a 29% increase in retail account openings across campaign periods, driven by heightened emotional connection and improved consideration among everyday Nigerians.
Generated sustained engagement across campaigns, including a 42% increase in social engagement rates and widespread earned media coverage, reinforcing Access Bank’s repositioning from corporate-led to people-centred banking.
