2013 Winners & Shortlists

The Brief

In 2012,we knew we had a challenge given that we had several offers across several products planned.Not only did we need cut through the clutter but we were also facing a budget cut of 59 %.Our products:home loans,personal loans and credit cards needed to be communicated at a time where clutter was unavoidably high;it was a time where most prospective customers would need personal finance prior to travelling on vacation for the summer.It was also important to support branches during this time in the second quarter as summer sales would make up for a potential dip post the summer break

Creative Execution

The banking category had become increasingly cluttered,with personal finance offers wallpaperin cities of KSA.Differentiating SABB products was imperative,given that rates were at par with the rest of the offers and the market was highly cluttered.It was clear we needed to approach our creative execution differently to break through.The clutter all had one thing in common:cliché imagery of families and shopping trolley;consumers had stopped differentiating and noticing the advertising that was there.By using the red line to create icons that reflected our consumers' needs,we were playful on different channels,enabling us to disrupt the category whilst building equity for the bank.

Describe the creative solution to the brief/objective.

When we asked consumers what made SABB different,our strongest equity was our red line. We created icons out of our red line,to illustrate the different needs that our consumer would have across home loans, personal loans and credit cards all under the platform of banking for all your needs. These icons became our visual mnemonic and given our reduced budget, would provide us with a consistent visual style, driving efficiency and effectiveness. Our communication launched in three phases over four months, starting with our credit card promotion followed by personal loans and finally home loans covering all relevant consumer touchpoints

Results

Our home loans generated a 65.9% increase, personal loans 174% increase and credit cards 72% increase in sales. Credit card usage increased by 21% and our credit card application on Facebook had 1, 112 installations. The results of this campaign not only covered the Return on Investment requirement of generation of SAR 3 for every SAR 1 invested but overachieved this b 200% (source: sabb data)