RAKBANK: She Can Play

RAKBANK, a banking brand, improved brand perception in the UAE with its She Can Play campaign that focused on a young girl and her love of football.

Campaign details

Brand: RAKBANKAgency: RAKBANKRegion: EMEA

Strategy

Objective

With around 45 banks, UAE is an over-banked and extremely competitive market for banks & financial services. RAKBANK was a late entrant to an already cluttered market dominated by the likes of big names Emirates NBD, ADCB & Mashreq bank.

Though RAKBANK's awareness was high, it has an image & quality perception issue which is reflected in its low brand preference numbers (Source: YouGov Index). With such fierce competition, most of the banks were chasing short-term goals (sales/acquisitions) and were not interested in long-term brand building. With...

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