The Woman Behind The Veil
Al Rajhi Bank
Issue 47 | June 2018
Agency
FP7/RUH (A part of McCann Worldgroup)
Creative Team
Creative Director, Art Director, Copywriter: Dany Azzi Conceptual Writer, Regional Head of Strategic Planning: Tahaab Rais Senior Art Director: Jimmy Abboud Digital Senior Graphic Designer: Khalid Zahran Digital Graphic Designer: Farah El Kadi Head of Copy: Hosam Mobarak Senior Copywriter: Najla Al Olayan Copywriter: Sara Al Haian 3D Animation: Mohamed Reda
Production Team
Production House: Millimeter Productions Post Production: Pixelmob Director: Roy Chucri
Other Credits
Managing Director: Marc Lawandos Strategic Planning Director: Sanjay Kumar Account Director: Firas Fares Digital Senior Account Manager: Tala Alem Production Manager: Osama Barqawi
Date
April 2017 - January 2018
Background
Brief: Al Rajhi Bank – a leading Islamic bank - was launching its first card exclusively for women, with personalized benefits for women. The task was to promote the card and in doing so, drive acquisitions for the bank as well as uplift its image with women, who (surprisingly to the outside world) own a significant percentage of the savings and finances in a family. Insight: In Saudi Arabia, until today, advertising and media shows a lot of gender bias. While it is normal to feature men across print & outdoor channels, showing women is not acceptable, due to cultural sensitivities.
Idea
To promote the card, they didn’t do a standard promotional or traditional campaign talking about how the card is good for women. They brought the card’s promise of being ‘unique to every woman’ by creating the FIRST OUTDOOR CAMPAIGN IN SAUDI ARABIA WITH WOMEN ON IT, without breaking any of the rules. An interactive outdoor ad, powered by mobile technology was created. A plain mirror was placed on a MUPI, armed with a camera, linked to an NFC device, a Bluetooth beacon and a simple message: “Discover a card that’s unique to you.” MUPIs were installed across popular malls in Saudi Arabia. The beacon inside each MUPI sent notifications and invited all who were women to check who they had in mind for the card. And as they walked up, they saw themselves in the ad They could get a picture taken, get it sent to their mobile and then, share it with their world Each share became an ad for the bank. Using the beacon notification, a link allowed women to contact the bank directly and start the application process. And just like the card, each ad turned out to be unique to each woman too.
Results
Reach: 2.6 million women. Live Interactions: 4300+ women. Cards website traffic: +58% vs. competition. Card acquisitions: +17% vs. competition. Brand image with women: +63% vs. the period before the campaign.