| Objective - |
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To provide a single window, 360 degree communication solution for a thorough repositioning and image management exercise for a mid-sized bank operating in the GCC |
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| Solution |
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A complete strategy was created to change the bank's perception of being a 'money transfer bank' for Pakistani expats using the facts that the bank had been present for 40 years in the UAE, had a great array of products, was extremely competitive in its services, an impeccable track record and was relatively unknown |
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The relative anonymity of the bank was turned into its biggest advantage and an emotional 'heritage' campaign was launched, celebrating the bank's 40 years in the UAE and highlighting the bank as being a steady, stable and reliable partner to the country and its people |
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This campaign along with a complete redesign of the bank's communication, collaterals created a significant, positive impact for its image among consumers, clients and media. The entire exercise was timed along with the bank's expansion through new branches, kiosks, redesigning existing branches thus putting out a strong 'future ready' message |
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A 360 approach was utilized to ensure widespread reach and impact through advertising, PR, activation, design and sponsorship |
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| Result |
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Our work for UBL received a prestigious award at the Asia Brand Congress 2008 |
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The bank has grown considerably and has overachieved benchmarks for the last financial year |
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The bank has moved out of its earlier image and is now a strong mid-sized bank with reputed clientele and an impressive array of corporate and retail patrons |
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