2013 Winners & Shortlists


Entrant Company JWT Riyadh, SAUDI ARABIA
Advertising Agency JWT Riyadh, SAUDI ARABIA

The Campaign

The New Year is a time for fixing finances and planning major purchases in the year ahead but it has also become synonymous with sales and discounts– a welcome start to the new year as consumers anticipate great bargains. So why don’t banks have New Year sales? To take advantage of this opportunity Saudi bank SABB decided to hold a New Year sale, just like any other retailer. The offer was for Loans at reduced rates, and discount vouchers for Credit Card applicants. Our aim was to make the SABB Sale famous – reaching a wide audience with simple, price-driven messages, yet reflecting the prestige of the Bank

Success of the Campaign

Preliminary results, for the first four weeks of the campaign showed Personal Loans up at least 13%, Home Loans up at least 20% and Credit Card applications up at least 20%, compared to the previous month.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Consumers are accustomed to and attracted by the language and graphic style of ‘sale’ promotions. Using SABB’s well-known icons and red colour, we extended the typical sale language and style into personal finance products for the first time through the use of unconventional executions. Special executions in Press were supported by animated TV executions, in-branch materials and online banners.To engage the audience when they least expected to hear from a bank we inserted popup messages on the corner of the screen at relevant moments during prime-time movies on One TV: a popular channel.For example,when a film featured a car crash,we offered low-rate car loans;in a film scene with a holiday,we suggested they take out a loan for a vacation and so on with executions covering all of our offers.All channels worked together to deliver our message in a relevant and contextual way bringing to life the uniqueness of a bank on sale.


Name Company Role
Ramsey Naja Jwt Chief Creative Officer
Chafic Haddad Jwt Executive Creative Director
Rayyan Aoun Jwt Creative Director
Rawad El Dahouk Jwt Senior Art Director
Pete Taylor Jwt Head Of English Copywriting
Toufic Bassil Jwt Senior Account Director
Dana Al Kutoubi Jwt Strategic Planner
Rabie Hassoun Jwt Account Manager
Daniah Al Aoudah Jwt Junior Arabic Copywriter
Maximo Dipasupil Jwt Senior Digital Designer
Khaldoun Salman Jwt Digital Project Manager
Mazin Al-Hassan Sabb Head Of Marketing And Research
Mohammed Abureesh Sabb Senior Manager Marketing Communications/Planning
Marwan Ad-Daoud Sabb Senior Manager E-Marketing/Digital Channels
Hani Al Sulaimani Sabb Marketing Manager
Sarah Al Gwaiz Sabb Marketing Communication Officer
Lara Arbid Mindshare Senior Manager Exchange
Nameer Abou Ismail Mindshare Executive Exchange