"O, sir, doubt not that Angling is an art;
is it not an art to deceive a trout with an artificial fly?"
~ Isaak Walton
Setting up the scene: the brand, the product, the
target market and the objectives
Developing a campaign concept that will deliver
on the objectives while being creative
Implementing the campaign and monitoring
Lessons learnt and ideas for the future
The BH Gold Ribbed Hare's Ear Nymph
Setting up the scene: the brand,
the product, the target market
and the objectives
The Co-operative Bank of Kenya is one of the commercial banks
licensed by the Central Bank of Kenya, the national banking
The bank has the second highest customer base in Kenya with
over 3.2 million accounts as of December 2012.
In 2010, the bank was awarded 'Best Bank of Kenya' by the
Financial Times of London due to their excellent growth.
The YEA! Account comes as a huge
makeover of the previous Jumbo
Scholar Account, and now delivers
bigger promises and rewards.
YEA! will also give a worthy home
to Jambo Junior customers as they
graduate to the age of majority – 18
Youth in Kenya living in the
different parts of the country.
This is mainly:
University / College students
Age: 18 – 25
Main-streamers & Aspirers
The Royal Coachman
Developing a campaign concept
that will deliver on the objectives
while being creative
Opening an account
Getting the target audience to open a YEA! Account at their
Getting the target audience to interact with the YEA! brand and
familiarizing themselves with it.
The campaign should be able to provide information on when &
where the Club Maisha Gigs will be taking place
The Parachute Adams
Implementing the campaign
and monitoring results
Pay per Click Campaigns
We used Google content network advertising to lead
prospective buyers to the landing page.
We placed banners on Nation.co.ke youth pages and Ghafla.co.ke
Largest entertainment website in Kenya by traffic – Opera Mini
840K Monthly Unique Visits, 35K Facebook Likes
Top Kenyan website by traffic – Opera Mini
2.4M Monthly Unique Visits, 433K Facebook Likes
We take snapshots of our ads each day
We manage the media we place on publishers
through our Ad server. Thus we are able to see
total clicks and impressions and other statistics on the fly.
We use this to view keyword performance,
clicks, visits and other data.
Results on Day 1
1.2433687 % - Global average is 0.2 or 0.3 percent
Purple Bead Head Wolly Bugger
Lessons learnt and ideas
for the future
Time of Day
16:00 – 16:59 Registered the most impression & clicks
Nokia 205 Asha 205 is the top device
Huawei U8150 Ideos comes second
Opera Opera Mini is the top browser
The real power of digital is when it is combined with other
marketing disciplines such as experiential. Digital is used to
drive customers to the Club Maisha gigs where other channels
would have been less effective and more expensive