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Sampath Bank’s new branch shows what local insight really means
CLIENT: Sampath Bank PRODUCT: Branch opening MEDIUM: Print/Daily News (Sri Lanka)MARKET: Consumers in Aralaganwila ATTRACTION: The visual grabs your attention, being refreshingly natural, yet specific enough to make you want to know more. The distinctive Sampath Bank branding further adds to the interest by juxtaposing nature with finance, plants with banking. To reconcile the distinction you immediately turn to the body copy for explanation. The visual therefore serves a useful dual purpose; it attracts attention and it draws you into the rest of the ad. POSITIONING: Whilst we think the ad will easily attract attention, its physical positioning is strange. Embedded within the Sports section at the end of the newspaper, we would argue that the positioning is not exactly complementary to the aesthetic portrayed, and the coverage limited. Moreover, the aesthetic of local insight draws immediate parallels with the HSBC “The World’s Local Bank” brand. Whilst the associations are there, we would argue t
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