2017 Winners & Shortlists

ALAWWAL BANK - SHIFT TO A BETTER FUTURE - INTERACTIVE FILM

Client/BrandALAWWAL BANK
Product/ServiceBANKING
Entrant4129GREY Istanbul, TURKEY
Type of EntryCraft
CategoryStorytelling
Idea Creation 4129GREY Istanbul, TURKEY
Additional Company 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 the timelines. Through this, we want to show how the future they dream of is possible with the right partner.

Creative Execution

Our campaign uses an interactive video to give its message in an innovative way. We used a special editing technique in the film and gave the control of the story to the users. Once the story begins, they can shift between the present and the future timelines by pressing the space button. The present shows the dreams of a student whereas the future shows how those dreams could come true. Each user can watch their own version of the story by changing the timelines as they wish.

As a result, 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 above-benchmark click through rates. 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 dreams come true for the future.

Credits

Name Company Position
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 Motions Graphic Designer
Hidayet Bayraktar 4129Grey Technical Director
Gunay Sert 4129Grey Software Developer
Murat Yilmaz 4129Grey Software Developer
Fatih Kocak 4129Grey Software Developer
Firat Sorgucu 4129Grey Project Manager
Melike Asci 4129Grey Brand Manager
Berna Bulat Pekbas 4129Grey Agency Producer
Selim Ipek 4129Grey Agency Producer
Links
Website URL