NCB Consumer Finance: Winning Consumers with emotions rather than promotions

Naren Chandra and Suleman Abdullah

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


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 NCB (The National Commercial Bank) is the largest retail bank in the Kingdom of Saudi Arabia. With 288 branches in the country and over 5800 employees, they enjoy one of the most admired and long standing relationships with their customers.

Consumer Financing in Saudi Arabia