From the elders’ bank to the newest bank

Studying the contexts:
Al Rajhi Bank had problems that negatively affected customers, and although it solved these problems.

the negative perceptions among customers did not change.

The oldest and the newest bank

We listed the most common misconceptions about the bank and broke them in the campaign, idea by idea:

The campaign started with a bold launch on MBC channel during prime time in Ramadan.

This approach was new to the banking sector and contributed greatly to correcting the misconceptions and increasing visibility on social media accounts. We were also prepared with a set of responses proving the bank’s advantages and services as being the pioneering and renewing bank in the sector.

Campaign video:

At the beginning, we mentioned the problems that the audience directed toward the bank and answered them through the scenes.

Supporting outputs:

After that, we presented the problems directly through short videos and said in them clearly: listen to us and don’t listen to others.

Connected tweets:

And we were waiting for people on the bank’s account with a thread listing all the solutions.

Campaign designs:

And in the designs, we mentioned facts that prove what the bank says in the campaign.

Second phase: moving from the newest bank to the largest financial ecosystem.

To continue reaching the bank’s new direction, we chose the prime time in Ramadan, to announce:
#An_Integrated_Financial_Ecosystem

But how do we make advertisements inside an advertisement?

Teaser tweets:

We wrote tweets that aroused the audience’s curiosity and made use of the ecosystem companies’ channels… as a prelude to the campaign.

Campaign video:

In a creative way, we merged advertisements inside the advertisement to show the integration of the ecosystem.

More than 50 diverse communication activities supporting the new direction

And the journey is still continuing…

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