FNB has launched a dynamic new brand communication campaign, #TheChangeables, to celebrate South Africans who take challenges in their stride, transform obstacles into opportunities, and embrace change as a way of building a better future for themselves and others.
In the spirit of change, the Bank is also launching a refreshed design across its range of bank cards that will be made available to customers at no additional cost, with the cards firstly offered to personal banking customers from July 2021.
According to Faye Mfikwe, Chief Marketing Officer at FNB, the bank’s new #TheChangeables brand positioning represents its acknowledgement of the importance of change as a catalyst of personal, business, and economic growth, and highlights its commitment to being an effective agent of change.
She describes “#TheChangeables” as passionate, strong, and resilient African people and businesses, with whom the Bank wants to partner in creating even more positive change across Africa.
“Despite the many challenges Covid-19 brought, the pandemic also casts a very bright spotlight on the courageous, resilient and adaptable African spirit,”
“and this spirit resonates so strongly with FNB that we felt compelled to embrace it and position it at the very core of who we are and what we do as a bank, in South Africa and across Rest of Africa”
Her sentiment is echoed by CEO of FNB Retail, Raj Makanjee, who says,
“In the spirit of #TheChangeables, we are constantly refreshing our solutions and service models to align with the step change in customers’ needs while upping the ante on our competitive advantage . In support of this we have also refreshed our bank cards across our personal banking offerings. We pride ourselves on putting customers at the centre of our financial solutions and the changes we are implementing demonstrate our commitment to value-based banking including giving customers up to 3 times their monthly personal account fee back in value from eBucks, FNB Connect and the embedded value in our offerings.”