NCB Consumer Finance: Winning consumers with emotions rather than promotions

This case study describes how NCB, a commercial bank in Saudi Arabia, avoided getting stuck in a competitive price war by appealing to consumers with an emotional campaign.

NCB Consumer Finance: Winning Consumers with emotions rather than promotions

Naren Chandra and Suleman Abdullah

Client: NCB (National Commercial Bank)Agency: PG IntegratedCountry: Saudi Arabia

Summary

This case study showcases how a leading commercial bank in Saudi Arabia overcame the rut of competitive price war by appealing to the consumers with an emotional campaign. In a market dominated by long standing promotional offers, this bold move not only challenged the dynamics of selling consumer financing products but pioneered a new wave of emotional communication in the category.

About NCB

Bank AlAhli or The...

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