Campaign details

Brand: Al Rajhi Bank
Brand owner: Al Rajhi Bank
Lead agency: FP7 McCann Riyadh
Contributing agencies: Millimeter Productions, Pixel Mob
Country: Saudi Arabia
Industries: Banks
Media channels: Mobile & apps, Outdoor, out-of-home
Budget: Up to 500k

Executive summary

Challenge: Al Rajhi Bank is the leading Islamic bank in a conservative, yet evolving, Saudi Arabia. It’s a bank that aimed to appeal to the female audience in that evolving Saudi Arabia. We needed to move women to consider Al Rajhi Bank – a bank that hadn’t resonated with women previously – leveraging the launch of its first credit card for women, with personalised benefits.

Insight: Behind each woman wearing the black abaya (religious and cultural garb) and the veil, lies someone who deserves to make the most of her life and progress, without bias.