2012 Winners & Shortlists

The Brief

Saudi banks have a numbered-ticket system to manage the queue for teller services. In busy periods, this can lead to long waiting times and cause significant frustration for customers. Yet most banking transactions can now be done through direct channels. So SABB wished to promote its internet and telephone banking services to its customers who wait in line at branches to migrate customers to direct banking channels.

Creative Execution

By using the queue-ticket format, we attracted the attention of customers familiar with the branch queuing system. The reverse side of the ticket spelled out our ‘No more waiting’ message and gave details of how to register for the bank’s 24/7 direct service channels – SABBNET and SABB Direct

Describe the creative solution to the brief/objective.

We created a small DM piece with the look and feel of the standard queue-ticket – light flimsy paper and crude ‘blocky’ type-style. The ticket featured the number 001, suggesting to customers that they are first in line. This was mailed out with monthly bank statements to promote the advantages of banking online and by phone.

Results

As a result our DM piece, we saw an increased awareness of SABB’s direct channels resulting in 15% increase in registration to SABB’s direct channels over the two months of the campaign