YOUR VOICE by Starcom Mediavest Group Riyadh for AL RAJHI BANK

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YOUR VOICE

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market Saudi Arabia
Agency Starcom Mediavest Group Riyadh
Released April 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: AL RAJHI BANK
Product/Service: LADIES BANKING
Date of First Appearance: Apr 17 2010
Entrant Company: STARCOM MEDIAVEST, Riyadh, SAUDI ARABIA
General Manager: Ramzi Ghanem (Starcom)
Media Manager: Mohammad Khodr (Starcom)
Media Supervisor: Rihab Shoujaa (Starcom)
Media placement: Print Full Page PR Campaign - 6 Insertions - OKAZ - RIYADH - AL YOUM - AL JAZEERAH - AL WATAN - ARAB NEWS - 17 April 2010
Media placement: Email Shots Campaign Announcing Competition - All Al Rajhi Female Customers - 17 April 2010
Media placement: Owned Media - 6,000 Brochures & 300 Posters - 100 Al Rajhi Female Branches, Beauty Salons & Female Clinics, Health Clubs - 17 April 2010
Media placement: Online Announcement Banners - Al Rajhi Bank Main Portal - 17 April 2010
Media placement: Print Full Page - 1 Insertion - Riyadh Daily Newspaper - 3 August 2010
Media placement: Email Shots Campaign Inviting Females To The Event & Exhibition - All Al Rajhi Female Customers - 3 August 2010
Media placement: Awards Announcement Event & Exhibition - 4 & 5 August 2010 - 4 & 5 August 2010
Media placement: Print Full Page PR Campaign - 8 Insertions - OKAZ - RIYADH - AL YOUM - AL JAZEERAH - AL WATAN - ARAB NEWS - Sayidati - Laha - 5 August 2010
Media placement: Corporate Calendar - 2000 Copies - Al Rajhi Affluent Female Clients - 15 August 2010
Media placement: Art Collection Booklet - 2000 Copies - Al Rajhi Affluent Female Branches - 15 August 2010

Insights, Strategy & the Idea

Financial Freedom = Independence.

In Saudi, women live with many daily social constraints and see finance as a freer aspect of their lives. As with most things, a male sponsor is required to open an account, but that doesn’t hold her back. The banking world is just another contradiction of society; 5% of women work yet Arabian Business reports women control 30% of all bank deposits.

For decades Female banking has been a reflection of women’s wealth and a conservative society. In 2004 Saudi Hollandi Bank elected a women to their board, in 2007 Barkleys reported Saudi women as “the world’s most confident fund investors.”

AL RAJHI BANK, a Sharia compliant Islamic Bank has a strong foundation of female bankers, but needed to do something that spoke to the female as well as the financier.

Our strategy was to mirror the regional female voice in art with their growing financial voice.

Creative Execution
Focusing on a personal message we enlisted bloggers, art college professors and the AL RAJHI customer database to raise awareness of AL RAJHI’s commitment to women’s voices in society - financially & emotionally.

Through original art, we asked women to share their voice. And through communication of entrepreneurial loans we restated our commitment to their voice in business.

Unveiling a few paintings at a time, consumers were introduced to the voices of Saudi women on the banks website and in branches. The movement culminated in a gallery event, 300 paintings were selected to be displayed, giving female voices a prominent position on branch walls and the CEOs office.

We continued the collaboration with AL RAJHI female customers by creating a monthly newsletter called Sawtuki (Your Voice) which covered a range of female topics as they relate to business. The movement was not a one off event, but a living message of support.

Results and Effectiveness
1,200 original paintings were created by Saudi women.

By displaying their art in local branches, we reinforced women’s voice in their community and turned the branches of AL RAJHI BANK into galleries where women were free to discuss the pieces – delivering on our commitment to their voices. With over 5,000 women entering RAJHI BANK every day, the voices on our walls were heard, remembered and discussed.

Press coverage provided over $200,000 worth of free media.

Women embraced AL RAJHI by opening 30% more accounts than year ago.

Finance Loans for female entrepreneurs increased 15% – moving voices further.