February 8, 2014
Party the 'JN Way'
PHOTOGRAPHS BY Winston Sill
Shereita Grizzle, STAR Writer
The Jamaica National Building Society (JNBS) sought to spread the message of power and independence to the country's youth with a party on Wednesday night.
The event, held at Fiction Night Club, St Andrew marked the launch of its JN WAY (Wise Aspiring Youth) campaign.
The campaign is the society's way of helping young people find a way into saving.
The building society said the move was necessary if Jamaica is to achieve the status of developed country by the projected 2030, adding it was a strategic move to getting young people actively involved in banking.
From the Live Lounge outside the venue, to the instant-photo booth, it was obvious this launch was far from the ordinary corporate mingle.
Youth marketing manager at Jamaica National, Jason McNeish, said the company chose to launch its new 'baby' with a party at Fiction because it was the best way to get the attention of the youth, its main target audience.
"We care about the future of our young people, and, so to make the idea of saving attractive to them, we had to reposition ourselves and go into their space rather than have them come to us."
Clearly in party mode, young people from across the island filled the venue and, by 10:30 p.m., the launch party was in full swing with persons from the corporate sphere cutting loose and vibing with young people.
Mixed liquor, good music, and fun was the order of the night as guests danced up a storm to the juggling of DJ Mario, resident DJ at Fiction, and JN TV's DJ Sniper.
The DJs started things off on a mellow vibe with selections from numerous R&B artistes including Chris Brown, Trey Songz, Ciara, among others, before opting to turn up the energy.
Both the mature and youth audience were left wanting more as the DJs delivered brilliant sets with a slew of hits from the days of Nardo Ranks' Dem A Bleach to Aidonia's Siddung.
Partygoers showed much love for incarcerated deejay Vybz Kartel as the selectors kept the crowd blazing gun salutes to many of Kartels's hits, catering to both male and female guests.
Earl Jarrett, general manager of JNBS, said he expects JN WAY to be a success.
"After reading a study from the University of the West Indies that highlighted how young people save, we felt the need to fix the way we communicate, and so we repositioned saving as something fun and this was the ideal way to get our message across to the youth," he said.
Chanelle Beatrice, a student at the Caribbean Institute of Media and Communication, said she enjoyed the night's event, adding that JN's approach to the issue of saving is the best way to target young people like herself.
"The party was a lot of fun. I think the JN WAY is very good for international students, like myself, because it is not costly and allows me to open an account with a minimum of $500. I encourage youths to turn to JN as their bank of choice."