The mission:
Make the UAE's oldest private bank, Mashreq, stand out among its fierce competition. While there was brand awareness, not many people knew what the bank stood for. So, it was time to gain a competitive advantage by changing the banking game.
The idea:
We shifted the bank's focus by humanizing the brand and becoming the clients' biggest supporters. Instead of focusing on numbers, we focused on the people. We adopted a different communication approach that inspired and empowered the clients to pursue their dreams. But with that optimism came honesty about the grit needed to do so. The brand's products became tools to help them on their journey to success!
The moment:
First, we executed an entire brand revamp and introduced the new tagline: Rise Every Day. Then, we changed the bank's culture by guiding the employees through this fundamental shift. Afterwards, it was time to share it with the world through an omnichannel campaign. And we went all out... with an inspirational event, powerful digital content, innovative digital, radio, cinema, a music video, collabs, and a prominent drone show.
Results + impact:
The numbers speak for themselves, with meaningful, moving stories proving that they can move the needle, too.
