Workers of Fidelity Bank have stepped out of the comfort of their offices to reach out to existing and potential customers to entice them to participate in its ‘Big Fat Zero’ promotion, aimed at rewarding customers and encouraging savings.
The bank has mapped out a roadshow, which started in Accra last Tuesday, with a float that is laced with attention-grabbing activities such as gymnastic cycling, wearing of fancy big fat zero logos, as well as head porters (“kayayei”) carrying model logos of the promotion along principal streets of Accra.
The roadshow culminated in a mini-carnival at the Food Court in Rawlings Park, near the Makola No. 2 Market, where officials of the bank used the opportunity to interact with shoppers and sellers and educated them on the bank’s services and how to take part in the promotion.
The Director of Consumer Banking of the bank, Mrs Selom Atta-Cofie, indicated that in the highly competitive banking industry, the bank strove to create a brand that would resonate with the aspirations of the ordinary Ghanaian.
She said Ghanaians were known to be enterprising and industrious, however, they may not create as many businesses as they should because of the lack of capital, adding that many people were deprived of access to good quality education due to financial constraints.
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“Such people become disadvantaged in the job market. For many families, advance payment of rent is a burden, and families live in fear of being ejected from their homes. As a bank, we recognise that it is essential we empower our existing and potential customers not only to pursue their dreams and aspirations, but also have the financial means to cater for the basic necessities of life.”
The Fidelity Big Fat Zero Promotion is an initiative of the bank, positioned to impact and make a difference in the lives of the ordinary Ghanaian.
“We believe a zero can change lives and so we are using the power of zero to encourage a savings culture and to afford discerning Ghanaians the opportunity they need to achieve their goals. The promotion is open to both existing and potential customers who have local currency accounts,” she explained.
This does not preclude foreigners or Ghanaians living abroad. It is targeted at individuals over the age of 18 and owners of enterprise.
The consumer banking director urged potential customers to open accounts with the bank and deposit more money into them to increase their chances of winning prizes.