The Woman Behind The Veil|海报/平面|广告营销案例【ADGuider广告指南】

面纱后面的女人

案例简介：概要领先的伊斯兰银行Al Rajhi银行 (Al Rajhi Bank) 推出了第一张专门针对女性的卡，为女性提供个性化福利。我们的任务是推广该卡，并以此推动银行的收购，并提升其在女性中的形象，女性拥有家庭中很大一部分的储蓄和财务 (令外界感到惊讶)。银行还没有和女性沟通。但是，始终致力于女性的金融包容性和金融支持。这张卡的发布将是针对女性的第一个主要产品发布，也是银行针对女性的第一个沟通活动。是什么让女性关注所有品牌的银行，让女性想与拉吉银行建立联系，让她们感到受欢迎并注册这张具有个性化福利的新卡？战略沙特阿拉伯正在发生变化。现在，女性可以开车 (从2018年6月)，找到工作，还可以在没有男性许可的情况下旅行。这些是沙特阿拉伯社会的重大变化。然而，尽管发生了所有这些重大变化，但在沙特阿拉伯，直到今天，广告和媒体仍显示出许多性别偏见。虽然在印刷和户外频道上向男性展示是正常的，但由于文化敏感性，向女性展示是不可接受的。自从我们推出了该银行的第一张专门针对女性的卡以来，我们的方法也需要成为 “第一”。我们需要它不是另一场利用对沙特阿拉伯妇女和妇女赋权的一般性见解的运动。我们需要制定《银行法》; 做一些有意义的事情，对女性的生活有所补充，以表明该卡如何为她们的生活增加价值。相关性由于该国的文化敏感性和法规，没有人能想象沙特阿拉伯的品牌在户外广告上向女性展示。当品牌试图这样做时，他们的广告就会被删除。在这种严格的环境中，当领先的伊斯兰银行Al Rajhi Bank想要推广其专为沙特阿拉伯女性设计的新卡时，我们破解了规则，通过身临其境的个性化体验，让女性参与户外广告 (她们以前没有)。通过这种独特的个性化体验，赢得了全国各地的女性，激活了该卡的签约。结果沙特公报: “Al Rajhi Bank使每个女人都成为广告的明星” SABQ: “沙特王国的第一人。户外广告上的女人的脸!“到达: 260万女人。现场互动: 4300 + 女性。卡网站流量: + 58% vs。竞争。卡收购: + 17% 与竞争。与女性的品牌形象: + 63% 与之前的时期。与女性的品牌爱: + 45% 与之前的时期。执行我们在移动技术的支持下创建了交互式户外广告。我们拿了一面普通的镜子，把它放在一个姆皮身上，用相机武装起来，链接到一个NFC设备、一个蓝牙信标和一条信息: “发现一张对你来说独一无二的卡片。” 姆皮被安装在流行的购物中心、大学和热点地区。每个mopi内部的信标都会发送通知，并邀请所有女性在特定位置检查我们对该卡的想法。当女人走上前去时，她们看到自己在镜子里，即银行的广告。他们可以拍一张照片，把它发送到他们的手机上，然后与他的世界分享。每股成为银行的广告。使用信标通知，一个链接允许妇女直接联系银行，开始申请过程。就像卡片一样，每个广告对每个女人来说也是独一无二的。运动描述为了推广这张卡，我们没有进行标准的促销或传统活动，谈论这张卡对女性有什么好处。我们在沙特阿拉伯发起了第一场有女性参加的户外运动，在不违反任何规则的情况下，带来了这张卡片 “对每个女人都是独一无二的” 的承诺。让每个女人都成为广告的明星，对她们来说是个性化的 (就像根据她们的需求、愿望和愿望个性化的卡片一样)。

面纱后面的女人

案例简介：Synopsis Al Rajhi Bank – a leading Islamic bank - was launching its first card exclusively for women, with personalized benefits for women. We were tasked to promote the card and in doing so, drive acquisitions for the bank as well as uplift its image with women, who own a significant percentage of the savings and finances in a family (quite surprisingly to the outside world). The bank hadn't communicated to women yet. But, was always intent on financial inclusion and financial enablement for women. And this card's launch would be the first major product launch targeted to women, and the first communication campaign from the bank that was targeted to women. What would move women to pay attention to a bank of all the brands out there, make women want to associate with Al Rajhi Bank, and make them feel welcome and sign-up for this new card with personalized benefits? Strategy Saudi Arabia is changing. Women can now drive (from June 2018), get jobs and also, travel without permissions from the men in their lives. These are big changes in Saudi Arabia's society. Yet, despite all these significant changes, in Saudi Arabia, until today, advertising and media shows a lot of gender bias. While it is normal to feature men across print & outdoor channels, showing women is NOT acceptable, due to cultural sensitivities. Since, we were launching the bank’s first card, exclusively for women, our approach needed to be a “first” too. We needed it to not be yet another campaign using generic insights into women and women empowerment in Saudi Arabia. We needed to have the bank ACT; do something meaningful and additive to women’s lives to show how the card too adds value to their lives. Relevancy No one can imagine a brand in Saudi Arabia showing a woman on an outdoor ad, owing to cultural sensitivities and regulations in the country. When brands have tried to do so, their ads are taken down. Amidst this restrictive environment, when Al Rajhi Bank, a leading Islamic bank, wanted to promote its new card exclusively designed for women across Saudi Arabia, we hacked the rules, giving women a presence in outdoor advertising (one they didn't have before), through an immersive personalized experience. And through that unique, personalized experience, won over women across the country, activating sign-ups to the card. Outcome Saudi Gazette: “Al Rajhi Bank makes every woman the star of the ad” SABQ: “A first in the kingdom. A woman’s face on an outdoor ad!” Reach: 2.6 million women. Live Interactions: 4300+ women. Cards website traffic: +58% vs. competition. Card acquisitions: +17% vs. competition. Brand image with women: +63% vs. the period before. Brand love with women: +45% vs. the period before. Execution We created interactive outdoor ads, powered by mobile technology. We took a plain mirror, placed it on a MUPI, armed it with a camera, linked to an NFC device, a Bluetooth beacon and a message: “Discover a card that’s unique to you.” MUPIs were installed across popular malls, universities and hotspots. The beacon inside each MUPI sent notifications and invited all who were women to check who we had in mind for the card, at specific location. As women walked up, they saw themselves in the mirror i.e. the bank's ad. They could get a picture taken, get it sent to their mobile and then, share it with their world. Each share became an ad for the bank. Using beacon notification, a link allowed women to contact the bank directly, starting the application process. And just like the card, each ad turned out to be unique to each woman too. CampaignDescription To promote the card, we didn’t do a standard promotional or traditional campaign talking about how the card is good for women. We brought the card’s promise of being ‘unique to every woman’ by creating the FIRST OUTDOOR CAMPAIGN IN SAUDI ARABIA WITH WOMEN ON IT, without breaking any of the rules. Making every woman a star of an ad, that was personalized to them (just like the card that was personalized to their needs, wants and aspirations).