Laugh Case Study:
A single bank operation on Kampala Road used by corporate clients and high net worth clients Seen as “snotty” and “very South African” Bought UCB (Government-owned bank with the largest network)
Negative publicity – fears of retrenchment, asset stripping, acquired against a corrupt previous failed acquisition, Government wanted the sale, the average Uganda thought another setup!
Strategy
Unleash communication with a 3 – pronged approach
- Brand campaign that welcomed the low-end consumer yet remained aspirational
- Promotion campaign that offered rewards to new customers to open accounts at 10,000 Shs
- Internal staff incentive campaign with branch group incentives to drive sales
- PR drive to create a positive impact
