ALAWWAL BANK - SHIFT TO A BETTER FUTURE CAMPAIGN
Brand | ALAWWAL BANK |
Product/Service | BANKING |
Entrant | 4129GREY Istanbul, TURKEY |
Category | Integrated Multi-Platform Campaign (Online & Offline) |
Idea Creation
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4129GREY Istanbul, TURKEY
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Additional Company
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LANDOR Dubai, UNITED ARAB EMIRATES
|
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. We not only used the digital tools to give our message, but also made a version of our story for TV and used prints and outdoors to show the two timelines all at once.
Creative Execution
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 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 was from the target group.
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 and making their dream future a reality.
Credits
Alemsah Ozturk |
4129Grey |
Head of Agency |
Bengt Eriksson |
Landor |
Head of Agency |
Seren Koroglu |
4129Grey |
Creative Director |
Kadir Ozdemir |
4129Grey |
Creative Group Head |
Burak Gunduz |
4129Grey |
Creative Group Head |
Dogukan Dogan |
4129Grey |
Creative Group |
Pinar Cingoz |
4129Grey |
Creative Group |
Ercan Nailoglu |
4129Grey |
Art Director |
Safak Kordikanlioglu |
4129Grey |
Art Director |
Gulsah Karasakal |
4129Grey |
Motion Graphics Designer |
Murat Sener |
4129Grey |
Graphic Designer |
Miranda Kokyan |
4129Grey |
Graphic Designer |
Hidayet Bayraktar |
4129Grey |
Technical Director |
Murat Yilmaz |
4129Grey |
Software Developer |
Gunay Sert |
4129Grey |
Software Developer |
Fatih Kocak |
4129Grey |
Software Developer |
Firat Sorgucu |
4129Grey |
Project Manager |
Melike Asci |
4129Grey |
Brand Manager |
Kayhan Dural |
4129Grey |
Digital Communications Director |
Simal Karatepe |
4129Grey |
Digital Communications Manager |
Ozge Caldiran |
4129Grey |
Digital Communications Art Director |
Hazer Gundogdu |
4129Grey |
Digital Communications Art Director |
Berna Bulat Pekbas |
4129Grey |
Agency Producer |
Selim Ipek |
4129Grey |
Agency Producer |
Links
Website URL
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Application URL
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Video URL
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Supporting Webpage