In 2005, Fidelity Bank of Nigeria Plc. launched an aggressive campaign by marketing themselves in airports. They rejected traditional media and methods of advertising in favour of promoting themselves on the very popular 1.5 kilometers Onitsha Bridge with two giant billboards on either end.

Their new campaign was particularly heavy on the Sosoliso and Chachangi airlines and the 57 ABC and 70 Chisco transport buses. Fidelity employed roll-up banners at all bus terminals in order to catch the public’s attention. Bus terminals were targeted because research reflected a significant volume of traffic between eastern Nigeria and Lagos and that of Lagos to Abuja.

The use of these banners in these aforementioned locations was praised as being innovative and demonstrated Fidelity’s competitive spirit in the marketplace.

Tags: fidelity, nigeria, promotion, roll up banners

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