SABB SALE INTERVENTION by J. Walter Thompson Riyadh, Mindshare Riyadh for The Saudi British Bank (SABB)

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SABB SALE INTERVENTION

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Industry Banking
Media Case study
Market Saudi Arabia
Agency J. Walter Thompson Riyadh
Agency Mindshare Riyadh
Released March 2013

Awards

Dubai Lynx 2013
Media USE OF BROADCAST: TV, CINEMA, RADIO BRONZE

Credits & Description

Client SABB - THE SAUDI BRITISH BANK
Product BANK
Entrant JWT Riyadh, SAUDI ARABIA
Type of Entry: Media: Use of Media
Category: USE OF BROADCAST: TV, CINEMA, RADIO
Title: SABB SALE INTERVENTION
Product/Service: BANK
Entrant Company : JWT Riyadh, SAUDI ARABIA
Advertising Agency : JWT Riyadh, SAUDI ARABIA
Media Agency : MINDSHARE Riyadh, SAUDI ARABIA
Name Company Position
Ramsey Naja Jwt Chief Creative Officer
Chafic Haddad Jwt Executive Creative Director
Rayyan Aoun Jwt Creative Director
Rawad El Dahouk Jwt Senior Art Director
Pete Taylor Jwt Head Of English Copywriting
Toufic Bassil Jwt Senior Account Director
Dana Al Kutoubi Jwt Strategic Planner
Rabie Hassoun Jwt Account Manager
Daniah Al Aoudah Jwt Junior Arabic Copywriter
Maximo Dipasupil Jwt Senior Digital Designer
Khaldoun Salman Jwt Digital Project Manager
Mazin Al-Hassan Sabb Head Of Marketing And Research
Mohammed Abureesh Sabb Senior Manager Marketing Communications/Planning
Marwan Ad-Daoud Sabb Senior Manager E-Marketing/Digital Channels
Hani Al Sulaimani Sabb Marketing Manager
Sarah Al Gwaiz Sabb Marketing Communication Officer
Lara Arbid Mindshare Senior Manager Exchange
Nameer Abou Ismail Mindshare Executive Exchange
Results and Effectiveness:
Preliminary results, for the first four weeks of the full campaign, showed Personal Loans up at least 13%, Home Loans up at least 20% and Credit Card applications up at least 20%, compared to the previous month.
Creative Execution:
Consumers are accustomed to and attracted by the language and graphic style of ‘sale’ promotions. Using SABB’s well-known icons and red colour,we extended the typical retail sale language and style into personal finance products for the first time through the use of unconventional executions.To engage a wider audience, we set out to capture their attention when they least expected to hear from a bank.We inserted popup messages on the corner of the screen at relevant moments during prime-time movies on One TV a popular channel.When a film featured car crash,we offered low-rate car loans; as a movie showed marriage proposal,we offered wedding finance and on a movie scene set in a vacation location,we promoted personal loans.The campaignability of the idea has allowed us to plan for future executions across the next month to even include home loans during movie scenes that show house moves.Our solution was disruptive, amusing and engaging
Insights, Strategy and the Idea:
The New Year is a time for fixing finances and planning major purchases in the year ahead but it has also become synonymous with sales and discounts– a welcome start to the new year as consumers anticipate great bargains. So why don’t banks have New Year sales? To take advantage of this opportunity Saudi bank SABB decided to hold a New Year sale, just like any other retailer. The offer was for Loans at reduced rates, and discount vouchers for Credit Card applicants. Our aim was to make the SABB Sale famous – reaching a wide audience with simple, price-driven messages, yet reflecting the prestige of the Bank.