2012 Winners & Shortlists

The Brief

BankMuscat is the leading financial services provider in Oman with a strong presence in Corporate Banking, Retail Banking, Investment Banking, Treasury, Private Banking and Asset Management. Due to the overpowering retail presence, Private Banking was not able to seperate its identity and be regarded as a globally competitive, locally adaptive wealth manager. We specifically wanted to target the second generation of traditional business families, well infomed, well heeled and knowledgeable (35-45yrs) They respect the journey of wealth undertaken by their fathers, understand the value of money. They hold dear the people and occasions that have made this journey worthwhile.

Creative Execution

The imagery captures, old world wealth, wooden charm, objects that are not only expensive but are priceless in terms of the value that they hold for their owner. The images have been shot in way which reflects sentimental value, possessions handed down over generations. The settings are rich and sophisticated yet understated and unobtrusive. The imagery flags the target audience and immediately creates a buy in from the customer. Private Banking stands for old world,non flashy wealth and therefore the brand connect.

Describe the creative solution to the brief/objective.

Objective: Create a niche, exclusive positioning that connotes unbiased best in class advice & global solutions. The campaign idea was 'Making journeys worthwhile ' which indicates that behind every success story is an interesting journey. There are facets from this journey that are priceless. Traditionally Private banking advertising shows opulence, indulgence and high-life. We deliberately steered clear of that and this helped create distinct and enduring positioning "For your very own journey through Wealth" connects instantly with the target audience. The new collateral has helped position BM Private in a way that conveys global intellectual capital with strong execution capabilities.

Results

The incremental business figures are confidential and because the results are more at a perception level hence difficult to quantify.However the client says.. - As a result of this strong positioning, and credibility of our offerings Private banking clients have helped us to grow the business and we delivered incremental 11% in profits in 2011 vs. budgeted numbers. "The work done in partnership with OHI-DDB has supported the Private Banking business in establishing a strong credential in the Oman market. The client facing materials convey global solutions, unbiased advice and “best in class” 3rd party proposition"- Prabal Gupta- Head,Private Banking