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

面纱背后的女人

案例简介：概要 Al Rajhi银行-一家领先的伊斯兰银行-正在推出其第一张专门针对女性的信用卡，为女性提供个性化的福利。我们的任务是推广这张卡，在这样做的过程中，推动银行的收购，并提升其在女性中的形象，女性拥有一个家庭中很大一部分的储蓄和财务 (对外界来说相当令人惊讶)。银行尚未与女性沟通。但是，一直致力于金融包容和女性金融支持。这张卡的推出将是第一个针对女性的主要产品，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，让女性想要与Al Rajhi银行联系，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改变。女性现在可以开车 (从2018年6月)，找到工作，也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很多性别偏见。虽然在印刷和户外频道上展示男性是正常的，但由于文化敏感性，展示女性是不可接受的。因为，我们推出了该银行的第一张卡，专门为女性，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见解的运动。我们需要制定《银行法》; 为女性的生活做一些有意义的和附加的事情，以展示这张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会在户外广告上展示一名女性。当品牌试图这样做时，他们的广告就会被拆除。在这种限制性的环境中，当一家领先的伊斯兰银行Al Rajhi Bank想要推广其专为沙特阿拉伯女性设计的新卡时，我们违反了规则，通过身临其境的个性化体验，让女性参与户外广告 (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，激活了卡的注册。结果沙特公报: “Al Rajhi银行让每个女人成为广告的明星” SABQ: “王国的第一个。一个女人的脸在户外广告!”达到: 260万个女人。现场互动: 4300 + 女性。卡网站流量: + 58% vs。竞争。卡收购: + 17% vs。竞争。女性品牌形象: + 63% vs。前一段时间。品牌对女性的热爱: + 45% vs。之前的时期。执行我们创建了由移动技术提供支持的交互式户外广告。我们拿了一面普通的镜子，把它放在MUPI上，用相机武装它，连接到NFC设备，一个蓝牙信标和一条消息: “发现一张对你来说独一无二的卡片。” MUPI安装在流行的商场、大学和热点地区。每个MUPI内的信标发送通知，并邀请所有女性在特定位置检查我们想要卡的人。当女性走上来时，她们在镜子里看到了自己，也就是银行的广告。他们可以拍摄照片，将其发送给他们的手机，然后与他的世界分享。每一股都成了银行的广告。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都是独一无二的。 CampaignDescription 为了推广这张卡，我们没有进行标准的宣传或传统活动，谈论这张卡对女性有什么好处。我们通过在不违反任何规则的情况下，在沙特阿拉伯创建了第一个有女性参加的户外运动，带来了这张卡的承诺，即 “每个女性都是独一无二的”。让每个女人都成为广告的明星，这是对他们个性化的 (就像根据他们的需求个性化的卡一样，想要和愿望)。

面纱背后的女人

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).