NICO Holdings: Malawi- It's Clear Campaign
The NICO Group wishes to launch a new thematic campaign with the aim of continuing to build up it's desired positioning of being the leading financial services institution in Malawi. The recently ended campaign, themed "The ONE", has significantly improved the brand engagement and relevance, especially with the retail mass market. NICO has zeroed in on this segments as a key growth driver across all its businesses. Interactions with target audience has given insights that there is a gap in provision of financial education to empower people to make informed decisions. There is also lack of trust in financial services products as people feel that they are getting a "raw" deal. The new campaign will seek to address this by positioning NICO as a trustworthy, responsive brand that seeks to empower consumers to make the right decisions by providing the information they needs, and also by providing relevant tailormade solutions. We will position NICO as the "CLEAR" choice in financial services. The proposed theme of the Campaign is "It's Clear".
To bring to life the "It's Clear" concept, we have used a mirror as the central theme in our creatives. Everybody looks at themselves in the mirror for self-admiration or to self-affirmation. A mirror is also associated with "looking into the future". We are therefore using the reflection in the mirror to portray NICO's solutions - what the person in the mirror can achieve with NICO.
