The campaign is positioned as an extension of the bank’s recently upgraded digital platform, “ALAT: The Evolution,” and mirrors the idea that relationships—like technology—grow, adapt and deepen over time. By tying emotional connection to digital banking, the initiative reinforces Wema Bank’s strategy of embedding lifestyle relevance into its financial offerings.
Departing from traditional Valentine promotions that focus almost entirely on romantic couples, the “Evolution of Love” campaign adopts a broader, more inclusive lens. It recognises self-love, friendship, marriage and family, creating entry points for singles, friends, married couples and partners planning to wed within the Valentine period.
Participation is open to both new and existing customers and is structured around four categories: singles (self-love), friends (friendship), married couples, and couples getting married in February. To qualify, participants are required to create a “Love Goal” on the ALAT App and share a one-minute video on social media detailing how their love journey has evolved.
Prizes attached to the campaign include cash rewards, spa treatments, funded vacations and expense-paid getaways. A standout feature is the offer of a live celebrity performance, fully sponsored by the bank, for one couple getting married during the Valentine window.
Commenting on the initiative, Managing Director and Chief Executive Officer of Wema Bank, Moruf Oseni, described love as a core pillar of the bank’s customer-first philosophy.
According to him, the campaign was intentionally designed to reflect the diverse realities of customers, from long-standing friendships and marriages to individuals prioritising self-growth. He noted that the bank’s aim is to ensure that no customer feels excluded during the Valentine season.
Beyond emotional storytelling, the campaign also drives engagement with the upgraded ALAT platform. Customers are required to activate SAW, the bank’s voice-banking virtual assistant, create and fund a personal or group “Love Goal,” and perform transactions using their ALAT or Wema Bank cards between February 1 and February 10.
Participants must upload their videos on any social media platform using the hashtag #ALATEvolutionofLove, while tagging @alat_ng and @wemabank to be eligible for rewards.
Additional information on participation guidelines and eligibility criteria is available on the bank’s official website at wemabank.com/love.