Bank Aljazira is an ultra-conservative Saudi bank. Its client base was comprised of people who were well above 65 and very religious. Naturally, its advertising followed this personality and catered to this target audience. However, the brand wanted to tap into younger audiences that make 70% of the Saudi population. As such, a revamp to its advertising & communication strategy was due.
Bank Aljazira is an ultra-conservative Saudi bank. Its client base was comprised of people who were well above 65 and very religious. Naturally, its advertising followed this personality and catered to this target audience. However, the brand wanted to tap into younger audiences that make 70% of the Saudi population. As such, a revamp to its advertising & communication strategy was due.
Bank Aljazira is an ultra-conservative Saudi bank. Its client base was comprised of people who were well above 65 and very religious. Naturally, its advertising followed this personality and catered to this target audience. However, the brand wanted to tap into younger audiences that make 70% of the Saudi population. As such, a revamp to its advertising & communication strategy was due.
Bank Aljazira is an ultra-conservative Saudi bank. Its client base was comprised of people who were well above 65 and very religious. Naturally, its advertising followed this personality and catered to this target audience. However, the brand wanted to tap into younger audiences that make 70% of the Saudi population. As such, a revamp to its advertising & communication strategy was due.
Bank Aljazira is an ultra-conservative Saudi bank. Its client base was comprised of people who were well above 65 and very religious. Naturally, its advertising followed this personality and catered to this target audience. However, the brand wanted to tap into younger audiences that make 70% of the Saudi population. As such, a revamp to its advertising & communication strategy was due.
After few rounds with several agencies through which the brand lost its compass, the bank approached the agency I was working in and started testing our work quality with smaller campaigns. Few months later, the brand consolidated its business with In Comms.
After few rounds with several agencies through which the brand lost its compass, the bank approached the agency I was working in and started testing our work quality with smaller campaigns. Few months later, the brand consolidated its business with In Comms.
After few rounds with several agencies through which the brand lost its compass, the bank approached the agency I was working in and started testing our work quality with smaller campaigns. Few months later, the brand consolidated its business with In Comms.
After few rounds with several agencies through which the brand lost its compass, the bank approached the agency I was working in and started testing our work quality with smaller campaigns. Few months later, the brand consolidated its business with In Comms.
After few rounds with several agencies through which the brand lost its compass, the bank approached the agency I was working in and started testing our work quality with smaller campaigns. Few months later, the brand consolidated its business with In Comms.
One of the very first print campaign I worked on for the client was a tactical offer communicating the chance to win mobile phones and cash. In Saudi, this type of campaigns is notoriously generic. Upon the release, almost all the client’s communication contained a humorous element due to humor scoring high.
One of the very first print campaign I worked on for the client was a tactical offer communicating the chance to win mobile phones and cash. In Saudi, this type of campaigns is notoriously generic. Upon the release, almost all the client’s communication contained a humorous element due to humor scoring high.
One of the very first print campaign I worked on for the client was a tactical offer communicating the chance to win mobile phones and cash. In Saudi, this type of campaigns is notoriously generic. Upon the release, almost all the client’s communication contained a humorous element due to humor scoring high.
One of the very first print campaign I worked on for the client was a tactical offer communicating the chance to win mobile phones and cash. In Saudi, this type of campaigns is notoriously generic. Upon the release, almost all the client’s communication contained a humorous element due to humor scoring high.
One of the very first print campaign I worked on for the client was a tactical offer communicating the chance to win mobile phones and cash. In Saudi, this type of campaigns is notoriously generic. Upon the release, almost all the client’s communication contained a humorous element due to humor scoring high.
Young Saudis are football fanatics. For our first major campaign for the bank to appeal to younger generation, we came up with the idea: Own Your Team; a permanent edition of Bank Aljazira credit cards themed with Saudis football teams. We partnered with the Saudi Football League to realize the campaign and sign the players.
Young Saudis are football fanatics. For our first major campaign for the bank to appeal to younger generation, we came up with the idea: Own Your Team; a permanent edition of Bank Aljazira credit cards themed with Saudis football teams. We partnered with the Saudi Football League to realize the campaign and sign the players.
Young Saudis are football fanatics. For our first major campaign for the bank to appeal to younger generation, we came up with the idea: Own Your Team; a permanent edition of Bank Aljazira credit cards themed with Saudis football teams. We partnered with the Saudi Football League to realize the campaign and sign the players.
Young Saudis are football fanatics. For our first major campaign for the bank to appeal to younger generation, we came up with the idea: Own Your Team; a permanent edition of Bank Aljazira credit cards themed with Saudis football teams. We partnered with the Saudi Football League to realize the campaign and sign the players.
Young Saudis are football fanatics. For our first major campaign for the bank to appeal to younger generation, we came up with the idea: Own Your Team; a permanent edition of Bank Aljazira credit cards themed with Saudis football teams. We partnered with the Saudi Football League to realize the campaign and sign the players.
The art direction of the campaign was inspired by the phenomenon accompanying the Arab Spring, in which army officers appeared on satelline channels and YouTube, presented their military cards, and announced deflecting their governments; an image that became very popular.
The art direction of the campaign was inspired by the phenomenon accompanying the Arab Spring, in which army officers appeared on satelline channels and YouTube, presented their military cards, and announced deflecting their governments; an image that became very popular.
The art direction of the campaign was inspired by the phenomenon accompanying the Arab Spring, in which army officers appeared on satelline channels and YouTube, presented their military cards, and announced deflecting their governments; an image that became very popular.
The art direction of the campaign was inspired by the phenomenon accompanying the Arab Spring, in which army officers appeared on satelline channels and YouTube, presented their military cards, and announced deflecting their governments; an image that became very popular.
The art direction of the campaign was inspired by the phenomenon accompanying the Arab Spring, in which army officers appeared on satelline channels and YouTube, presented their military cards, and announced deflecting their governments; an image that became very popular.
We launched with a key visual for each team, and one master key visual for the umbrella campaign. The tagline was: cheer from your heart.
We launched with a key visual for each team, and one master key visual for the umbrella campaign. The tagline was: cheer from your heart.
We launched with a key visual for each team, and one master key visual for the umbrella campaign. The tagline was: cheer from your heart.
We launched with a key visual for each team, and one master key visual for the umbrella campaign. The tagline was: cheer from your heart.
We launched with a key visual for each team, and one master key visual for the umbrella campaign. The tagline was: cheer from your heart.
Rauf is the most famous Arabic football commentator. How famous? Countless World Cup and Champion leagues’ finals. Rauf is renowned for his catchphrase; “ywazaaaaaaaa”, which is Arabic for “pass” in passing the ball. You can hear it when André Schürrle passed the ball to Mario Götze before the latter scored his world-cup winning goal in 2014. A fast YouTube search will show the videos number of people trying to copy him.
Rauf is the most famous Arabic football commentator. How famous? Countless World Cup and Champion leagues’ finals. Rauf is renowned for his catchphrase; “ywazaaaaaaaa”, which is Arabic for “pass” in passing the ball. You can hear it when André Schürrle passed the ball to Mario Götze before the latter scored his world-cup winning goal in 2014. A fast YouTube search will show the videos number of people trying to copy him.
Rauf is the most famous Arabic football commentator. How famous? Countless World Cup and Champion leagues’ finals. Rauf is renowned for his catchphrase; “ywazaaaaaaaa”, which is Arabic for “pass” in passing the ball. You can hear it when André Schürrle passed the ball to Mario Götze before the latter scored his world-cup winning goal in 2014. A fast YouTube search will show the videos number of people trying to copy him.
Rauf is the most famous Arabic football commentator. How famous? Countless World Cup and Champion leagues’ finals. Rauf is renowned for his catchphrase; “ywazaaaaaaaa”, which is Arabic for “pass” in passing the ball. You can hear it when André Schürrle passed the ball to Mario Götze before the latter scored his world-cup winning goal in 2014. A fast YouTube search will show the videos number of people trying to copy him.
Rauf is the most famous Arabic football commentator. How famous? Countless World Cup and Champion leagues’ finals. Rauf is renowned for his catchphrase; “ywazaaaaaaaa”, which is Arabic for “pass” in passing the ball. You can hear it when André Schürrle passed the ball to Mario Götze before the latter scored his world-cup winning goal in 2014. A fast YouTube search will show the videos number of people trying to copy him.
Shortly after the World Cup, the bank decided to run a tactical offer: Win 3-day-fully-funded-trip out of 20 trips to attend the Champions League Final. I came up with the idea of embedding Rauf’s catchphrase in a radio campaign using him as a voice over—we also ran a print campaign with a link to the same radio campaign uploaded to YouTube. Our message was straightforward: Bank Aljazira is giving away 20 trips to attend the final. Only we used “ywazaaaaaaaaa” instead of “giving away”, which literally translates also into “giving away” in Arabic and is featured in the headline below.
Shortly after the World Cup, the bank decided to run a tactical offer: Win 3-day-fully-funded-trip out of 20 trips to attend the Champions League Final. I came up with the idea of embedding Rauf’s catchphrase in a radio campaign using him as a voice over—we also ran a print campaign with a link to the same radio campaign uploaded to YouTube. Our message was straightforward: Bank Aljazira is giving away 20 trips to attend the final. Only we used “ywazaaaaaaaaa” instead of “giving away”, which literally translates also into “giving away” in Arabic and is featured in the headline below.
Shortly after the World Cup, the bank decided to run a tactical offer: Win 3-day-fully-funded-trip out of 20 trips to attend the Champions League Final. I came up with the idea of embedding Rauf’s catchphrase in a radio campaign using him as a voice over—we also ran a print campaign with a link to the same radio campaign uploaded to YouTube. Our message was straightforward: Bank Aljazira is giving away 20 trips to attend the final. Only we used “ywazaaaaaaaaa” instead of “giving away”, which literally translates also into “giving away” in Arabic and is featured in the headline below.
Shortly after the World Cup, the bank decided to run a tactical offer: Win 3-day-fully-funded-trip out of 20 trips to attend the Champions League Final. I came up with the idea of embedding Rauf’s catchphrase in a radio campaign using him as a voice over—we also ran a print campaign with a link to the same radio campaign uploaded to YouTube. Our message was straightforward: Bank Aljazira is giving away 20 trips to attend the final. Only we used “ywazaaaaaaaaa” instead of “giving away”, which literally translates also into “giving away” in Arabic and is featured in the headline below.
Shortly after the World Cup, the bank decided to run a tactical offer: Win 3-day-fully-funded-trip out of 20 trips to attend the Champions League Final. I came up with the idea of embedding Rauf’s catchphrase in a radio campaign using him as a voice over—we also ran a print campaign with a link to the same radio campaign uploaded to YouTube. Our message was straightforward: Bank Aljazira is giving away 20 trips to attend the final. Only we used “ywazaaaaaaaaa” instead of “giving away”, which literally translates also into “giving away” in Arabic and is featured in the headline below.
Caution: Lower volume. Rauf voice is strong
We seized the opportunity that the audience was enjoying the humor that coming from the rigid banking sector, and ran almost all promos using humor. It gave the brand the advantage of standing out when compared to other banks’ corporate communication. For example, The debt transfer campaign below ran at the same time as all other banks following government’s privatization of debt. It was one of the most successful promos the brand ever ran.
We seized the opportunity that the audience was enjoying the humor that coming from the rigid banking sector, and ran almost all promos using humor. It gave the brand the advantage of standing out when compared to other banks’ corporate communication. For example, The debt transfer campaign below ran at the same time as all other banks following government’s privatization of debt. It was one of the most successful promos the brand ever ran.
We seized the opportunity that the audience was enjoying the humor that coming from the rigid banking sector, and ran almost all promos using humor. It gave the brand the advantage of standing out when compared to other banks’ corporate communication. For example, The debt transfer campaign below ran at the same time as all other banks following government’s privatization of debt. It was one of the most successful promos the brand ever ran.
We seized the opportunity that the audience was enjoying the humor that coming from the rigid banking sector, and ran almost all promos using humor. It gave the brand the advantage of standing out when compared to other banks’ corporate communication. For example, The debt transfer campaign below ran at the same time as all other banks following government’s privatization of debt. It was one of the most successful promos the brand ever ran.
We seized the opportunity that the audience was enjoying the humor that coming from the rigid banking sector, and ran almost all promos using humor. It gave the brand the advantage of standing out when compared to other banks’ corporate communication. For example, The debt transfer campaign below ran at the same time as all other banks following government’s privatization of debt. It was one of the most successful promos the brand ever ran.
Kenan
Kenan
Kenan
Kenan
Kenan
Desar (COMING SOON)
Desar (COMING SOON)
Desar (COMING SOON)
Desar (COMING SOON)
Desar (COMING SOON)
Amsterdam, The Netherlands
Amsterdam, The Netherlands
Amsterdam, The Netherlands
Amsterdam, The Netherlands
Amsterdam, The Netherlands
© Kenan Abdulghani 2019—Amsterdam.
© Kenan Abdulghani 2019—Amsterdam.
© Kenan Abdulghani 2019—Amsterdam.
© Kenan Abdulghani 2019—Amsterdam.
© Kenan Abdulghani 2019—Amsterdam.