ONLINE CAMPAIGN by Fullstop Advertising for NCB

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ONLINE CAMPAIGN

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Industry Banking
Media Promo & PR, Case study
Market Saudi Arabia
Agency Fullstop Advertising
Creative Director Kamel Alzaheri
Art Director Haitham Darwish
Released December 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: NCB
Product/Service: NATIONAL COMMERCIAL BANK
Agency: FULLSTOP ADVERTISING
Date of First Appearance: Dec 12 2009 12:00AM
Entrant Company: FULLSTOP ADVERTISING, Jeddah, SAUDI ARABIA
Creative Chairman: Kaswara Alkhatib (Fullstop)
Creative Director: Kamel Alzaheri (Fullstop)
Creative Assistant/Copywriter: Mohamed Alsayyad (Fullstop)
Art Director: Haitham Darwish (Fullstop)
Account Executive: Mohamed Alasadi (Fullstop)
Account Manager: Samer Bahsas (Fullstop)
Media placement: Creative Execution - NCB BANK Branches - 12-Dec 2009

Results and Effectiveness
The no.of hits on alahli.com was tripled, jumped from 7m hits per week to 21m hits per week. and thus the number of new registered users was increased by 40% during the campaign.

Creative Execution
We came up with an innovative creative media idea. We stuck an open laptop on the teller’s window to let NCB customers see the teller through the laptop’s screen as if they are doing their bank transaction online. We managed to demonstrate the benefits (convenient and secured) of the online banking experience in an interesting and surprising way at the moment of truth for NCB customers.

Insights, Strategy & the Idea
Campaign: Launching the new alahli.com (NCB online portal) Challenge: Most NCB customers don’t use Internet to do their bank transactions as they don’t find it convenient and secure. Our challenge was to migrate NCB customers to the new alahli.com with its new innovative features and friendly look to reduce traffic to NCB branches.