Zenith Bank And Its Ridiculous Father’s Day Challenge

In commemoration of the 2021 Father’s Day, Zenith Bank, Thursday posted a campaign and challenge across its social media platforms seeking to reward the best dancing fathers.

While such a challenge is not new for corporate organisations to commemorate such a special day, it was, however, offensive that a brand as mighty as Zenith Bank would belittle its customers to such a ridiculous social Media stunt claimed to be the 2021 Father’s Day‘s campaign and covertly attaching a laughable reward to it.

Zenith Bank, despite being a big brand with a high level of taste customers, behoves you that the bank still let down some of its admirers because of its offers for the cheap campaign on Father’s Day…

The campaign themed #ZBFathersChildDance requires a father to create a 1-minute “father and child dance video”, post it on Instagram or Facebook using the hashtag #ZBFatherChildDance, tag Zenith bank on social media handles.

Fascinatingly, the challenge seems attractive because dancing can be seen as a form of exercise and in that regard can create a form of bonding between a father and his child. It is, however, daunting that after several efforts put in place to dance and the recording process, it is honourably disrespectful for the winner to win just 50,000 naira, while the 2nd and 3rd winners would be rewarded with #30,000 and #20,000 respectively.

Zenith Bank And Its Ridiculous Father’s Day Challenge

Moving on, with this 100k campaign, banks like Zenith Bank is changing the narrative as the ‘bank of the rich’ which is part of its most customer-driven centric that earns it more customers although now compared to a microfinance bank.

Meanwhile, it is no more secret that corporates organizations have media teams that promote their brand and campaigns; thus, leaving questions without answers as, why the bank spent a whopping sum of money on pushing the campaign without gain.

However, many a Nigerian has come out to finger the bank on social media for subjecting its customers and the participants to such a ridiculous amount as a reward.

Speaking on their disappointments, Oluwashola said: “Out of N200B profit – 50k for the first prize on a marketing campaign on social media. I am sure the Comms team will spend more than N50k to push sponsored posts for the challenge set, Zenith – Una fall hand sha.”

Another person, Yemi, “LMAOOOOOOO. Imagine you dance and get recorded all to win 20K! This life! Men dey suffer”

In his own reaction, Mr AB jokingly opined that beyond the prize it’s an exercise “Nothing spoil if you don’t win, you would have improved your fitness level in some way… is better to be fit for this current Nigeria 😎”

Zenith Bank is one of the financially stable banks in Nigeria with a reasonable yearly increase in revenue.

In March 2021, Zenith Bank announced its unaudited results for the first quarter (Q1) ended 31st March 2021, showing a profit before tax (PBT) of N61 billion, which was four per cent higher than the N58.8 billion posted in the corresponding period of 2020. The bank’s Profit After Tax (PAT) also grew by five per cent to N53.1 per cent from N50.5 billion in Q1 2020.

While there have been many complaints about the celebration of fathers compared to mothers, Zenith Bank could have done better to put a smile on fathers’ faces.

The question is what does Zenith Bank stands to gain by showing affections to this memorable day by offering a close to nothing reward?