2013 Winners & Shortlists

SABB SALE

BrandSABB - THE SAUDI BRITISH BANK
Product/ServiceBANK
EntrantJWT Riyadh, SAUDI ARABIA
CategoryINTEGRATED CAMPAIGN LED BY DIRECT MARKETING
Entrant Company JWT Riyadh, SAUDI ARABIA
Advertising Agency JWT Riyadh, SAUDI ARABIA

The Brief

The NewYear is a time for fixing finances and planning major purchases for the year ahead but it is also synonymous with sales,a welcome start to the new year for consumers.So why don’t banks have NewYear sales? SABB took advantage of this opportunity by holding a New Year sale just like any other retailer.We wanted to attract new to bank customers and existing bank customers through our offer of reduced rate loans 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

Creative Execution

Consumers are accustomed to, and attracted by, the language and graphic style of ‘Sale’ promotions. This campaign extended that vernacular into personal finance products, for the first time. 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 across our media channels. Our disruptive executions ensured we reached a wide audience at a receptive time: in context and as they were being entertained.

Describe the creative solution to the brief/objective.

Our objective was to increase Personal Finance sales by 13%,Home Finance sales by 9% and credit card applications by 30% by bringing the uniqueness of a bank on sale to life.Unconventional press work using ‘red icons’ in the SABB brand style,was supported by animated TV executions,inbranch materials and online banners.To engage the audience when they least expected,we inserted popup messages on the corner of the screen at relevant moments during primetime movies on OneTV.ie.when a film featured a car crash,we offered low rate car loans or in a film set in a vacation destination we promoted personal loans

Results

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.

Credits

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