2012 Winners & Shortlists

Results and Effectiveness

The mirror idea generated a lot of buzz around the brand. People started talking about it, while the same was discussed extensively in the social media platforms. The brand recall went up. The product benefits got strengthened. A sense of urgency was created. Following the simple, direct and strong messaging, the brand’s key highlights got reinforced even further in the minds of the TA. The key prizes and their periodicity resulted in the bank garnering much higher deposits just prior to the big prizes. The communication created the required urgency amongst the TA.

Creative Execution

Keeping the idea simple was of paramount importance. Since it was a national level campaign, the messaging had to be simple, direct and strong, while at the same time carrying some interest value. We managed to achieve all of these objectives satisfactorily through the custom-created reflective magazine cover device. This ATL idea worked cohesively complementing the BTL and TTL executions which had already been launched. This was more of a reminder medium and one that intended to maintain the al Mazyona brand image right on ‘top-of-mind’ for the TA. The custom-created reflective magazine cover idea generated a lot of buzz around the brand. The brand recall went up. The product benefits got strengthened. A sense of urgency was created. Following the simple, direct and strong messaging, the brand’s key highlights got reinforced even further in the minds of the TA

Insights, Strategy and the Idea

BankMuscat's al Mazyona is the undisputed market leader among all savings schemes in the Sultanate. Through this clever ATL exercise, the brand recall and the product benefits had to be further strengthened, while reinforcing the brand persona strongly in the target audiences' minds. Communication objective was to keep it simple. We were looking for a simple yet strong idea which would further reinforce the brand's visibility while communicating the product's key highlights. The creative idea employed is to tell the TA that once they win the various prize monies, they will never again look the same as their life would transform for the better. The idea first and foremost had to complement the basic campaign idea of al Mazyona - that it is their ‘Life Changer’ ! To tell the TA that very soon they will look completely different made the communication that much more powerful.