Brand | SABB - THE SAUDI BRITISH BANK |
Product/Service | BANK |
Entrant | JWT Riyadh, SAUDI ARABIA |
Category | INTEGRATED MEDIA CAMPAIGN |
Entrant Company
|
JWT Riyadh, SAUDI ARABIA
|
Advertising Agency
|
JWT Riyadh, SAUDI ARABIA
|
Media Agency
|
MINDSHARE Riyadh, SAUDI ARABIA
|
Results and Effectiveness
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.
Creative Execution
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 across our channels.Special executions in Press were supported by animated TV executions,inbranch materials and online banners.To engage a wider 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 OneTV :a popular channel. For example,when a film featured a car crash we offered low-rate car loans;in a film scene featuring a holiday, we suggested 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
Insights, Strategy and the Idea
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.
Credits
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 |