Elevating a financial institution to represent more than just money
Branding, Storytelling, User Experience
ADCB (or Abu Dhabi Commercial Bank) had slipped to the third position in the UAE banks. For a larger market, that wouldn’t be a big deal, but in a small market like the United Arab Emirates, where there were five prominent local banks in the sector, this represented a huge loss in market share.
Once known as a bank that understood it customers, and represented the diverse demographic of the United Arab Emirates, ADCB was quickly becoming just another financial institution.
Together with Solve Ideas, we saw an opportunity to evolve the brand messaging of the bank, and not correlate to the mundane financial promotions of its competitors.
It's been said that the first step to realising an ambition is being able to see it in your mind. So, we invited people from around the UAE to close their eyes and visualise their biggest ambitions in life being realised. We believe the clearer you can picture where you want to go, the better we can showcase ADCB as the financial solutions partner to help you get there.
With the ‘Ambition Visualized’ Campaign, we created a message that was a resounding success to its customers and elevated this financial institution beyond just money.
We struck an emotional chord with the bank’s customers and management, realigning its internal purposes and ambitions, but not only that, but we also enabled the following:
Increase in trust led to 29% lift in new-to-bank customer relationships.
Drove 23% increase in product acquisition.
Brand saw significant growth across key attributes: +22% in “brand understands my needs” and +21% in “committed to my life stage needs”.
Executed with a collection of agencies, including Solve Ideas, Saatchi & Saatchi Dubai, Start JG, Omnicom, and Persuade Productions, we collectively got them to be a MENA Effie finalist.
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