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 mirror device. This BTL idea worked cohesively complementing the ATL (newspapers and magazines) and TTL (web banners; facebook page; Twitter feed) 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.

Insights, Strategy and the Idea

BankMuscat's al Mazyona is the undisputed market leader among all savings schemes in the Sultanate. Through this BTL exercise the brand recall and the product benefits had to be further strengthened. Comprising of largely locals and a growing number of expatriates investing, al Mazyona’s deposit base has crossed 1 billion Omani Ria. This in itself is proof enough of the trust and faith that the TA has reposed in the brand. We were looking for a simple yet strong idea which would further reinforce the brand's visibility while communicating the product's key highlights without cluttering the communication. The idea had to complement the basic campaign idea of al Mazyona - that it is their ‘Life Changer’ ! With prizes like the ones on offer it had the power to change the winners’ lives, making al Mayona truly their dream come true.