2014 Winners & Shortlists

The Campaign

Children. Innocent. Playful. Carefree. Always curious. And so different from us. Al Hilal Bank was launching its children’s banking called Seghaar. And we wanted to know just how different their outlook towards money was, when compared to their parents. Driven by a social experiment strategy, the campaign demonstrated the beautiful and innocent differences between parents and their children and showed the role Al Hilal Bank can play as the right financial friend for their children. Launch films, school documentary, interactive social media experiments and Print ads became unique chapters in the Seghaar story that we shared wth parents and their children. As a result of this campaign, Al Hilal Bank became more relatable as a children’s bank and achieved a significant increase in acquisitions.

Success of the Campaign

Overall, Seghaar made Al Hilal Bank more relatable as a children’s bank. And led to significant increases in acquisitions Achievements: 1 / Successful launch of the Seghaar product with positive business growth of over 20% above the targets. 2 / 100,000s unique views on YouTube for our videos 3 / 3200 interactions and mentions by parents and children across social media 4 / An increase of 5356 parents in our Facebook community As a financial literacy platform, Seghaar has proved that banks can also be human, staying true to Al Hilal Bank’s brand promise of “It’s all about you.”

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

We conducted a social experiment where we asked parents what their child would do with a 100 dirhams and in parallel, we also asked children what they would do with a 100 dirhams. We unearthed surprising and innocent differences. And captured those beautiful differences in a launch film where we introduced the role of Seghaar as the support to parents in their children’s journey of financial literacy. We extended the social experiment to schools to observe children’s understanding of money and educated them through school programs. The content became an online documentary that became a hit on YouTube. We also created educational, yet entertaining and interactive experiments on social media for parents and children to learn about financial education as well as each other…. Facts from our experiment became conversation starters through print ads across leading publications.