RAKBANK: Euphoria Moments

RAKBANK, a banking brand, used AI to serve FC Barcelona fans in the UAE contextually targeted ads with its campaign Euphoria Moments.

Campaign details

Brand: RAKBANKAgency: RAKBANKRegion: EMEA

Strategy

Objective

There are over 220K FC Barcelona fans in the UAE. To bring these die-hard Barça fans closer to the club, RAKBANK launched the FC Barcelona Credit Card.

Most credit cards in the UAE market are about rational benefits – cashback, points, discounts, offer etc.

Unlike other credit cards, this card was more than a card. It was about emotion– It was about celebrating the passion and the pride of Barca fans.

A conventional lower funnel performance campaign promoting card benefits won't connect with the fans. We needed...

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