2009 Winners & Shortlists

The Brief

To launch Al Khaliji as a next generation bank embracing the following attributes: Swift, Cool, United, Reliable and Bold. And changing the general perception of consumers towards the banking sector of being boring, to one that’s fun, personable and also reliable.

Creative Execution

Ambient: The tease phase surrounded the consumers with the color Orange, giving them a taste of something new. It was definitely noticeable and therefore memorable. Guerrilla Marketing: Deploying the Orange Men was an innovative idea, a never done before concept in the market. Consumers had heard and seen brands, but now they were interacting with one. Unknown to public then, the Orange Men represented the brand attributes. Online: www.orangesightings.com gave consumers a platform to unleash their questions/curiosity. They were connecting with one another and looking for answers. Radio: Radio DJ’s talked about it further upping the word-of-mouth factor. Literally!

Describe how the promotion developed from concept to implementation

The core concept was based on the Orange Men and everything around them. Whatever Al Khaliji wanted to communicate to its consumers was done through the Orange Men. Albeit, done in a very ‘un-bankly’ manner. The consumers were embraced, surprised and involved throughout the campaign. Introduced first at the stadium to the streets they walked in, the malls they shopped at and places they hung out, the Orange Men were there too, personifying the brand. The reveal was a total revelation and the fact that it was a bank, changed their perceptions based on their interactions with the Orange Men.

The success of the promotion.

Client: 32,000 new bank account openers in just the first month. The on-ground activities in malls and other outdoor locations provided a communication platform, via which 2000 contact forms were collected. www.alkhaliji.com received 42% of its site traffic via just search engines. It also had increased visits by 58% in the first week itself, escalating to 85% the following week. Consumer: The campaign successfully changed perceptions with an engaging/emotional experience. Their ‘interest’ in Orange was evidenced at www.orangesightings.com which received an average of 50 uploads a day including on-site pictures, videos and theories about what was going on.