After studying the market, understanding the different target groups and analyzing all the data, we created a big idea platform and communication strategy to achieve our campaign objectives across the Attract, Inform, Engage and Delight phases.
We told consumers that ‘You are More’ when you bank on the Al Rajhi Bank mobile app. To highlight this, we created two starkly different personas — Ahmed and Salem.
Ahmed represented an ideal user who lived a life of convenience thanks to the Al Rajhi Bank mobile app, and Salem represented the user who preferred the traditional approach to banking.
The dichotomy in their lives was brought to life through a series of fun and engaging branded content videos that were shared on TV and social media, as well as carousels and Instagram stories.
We chose comedy as the vehicle for our message, this enabled us to drive engagement and connect with our target audience across age groups.