2017 Winners & Shortlists

The Campaign

To launch the new brand, we turned the younger generation’s power to build the future into a digital experience with a cross-platform campaign: Shift to a Better Future. The campaign consisted of two timelines, the present and a future made possible with the opportunities of the bank. At the heart of the campaign lies our interactive video where the users can shift between these timelines to see how they can make their dream future a reality.

Creative Execution

The whole campaign consisted of two timelines. The experience started on the microsite with an interactive video. Once the story begins, the users are able to shift between the present and the future timelines by pressing their space button. The present shows the dreams of a student whereas the future shows how those dreams could come true. Through this, we want to emphasize the potential of the Saudi youth and how the future they dream of can be possible. The experience was available on many different platforms, like YouTube Mastheads. We used 360° videos in an innovative way. A TV version, prints and outdoors carried our message. We know that millennials are the selfie generation and they like to be in the limelight so we also defined our visual language around them and re-designed the whole banking experience including the corporate website and the other interfaces.

The campaign performed excellently with 46 million impressions and reached more than 80% of the population. It generated over 2 million clicks to our landing page. We achieved huge traffic to the website with 6.5 times more click through rate than KSA Industry average. After the campaign, 50% of the new users of the bank’s website were from the target group.

This campaign is the relaunch of the first bank of Saudi Arabia with its new attitude and vision as Alawwal Bank. Since it’s a cross-platform campaign which covers many different touch points to give its message, it fits Integrated Lynx perfectly.

The target audience was the Saudi millennials. Alawwal Bank considers the youth as the leaders of the next generation. With a renewed focus in banking, the bank aims to support the Saudi youth in helping them discover their potential for the future.