First Abu Dhabi Bank: The Greatest Speech Yet to be Told

Adrian Mutescu, Anna Sadykova

Banking brand First Abu Dhabi Bank grew share of voice and engagement during Ramadan in the United Arab Emirates with a digital and out-of-home campaign that featured a hologram of the nation's founding father.

Campaign details

Brand: First Abu Dhabi BankBrand owner: Abu Dhabi Investment CouncilEntrant company: Havas Middle East - United Arab EmiratesIdea creation: Havas Media DubaiMarket: Middle East & North AfricaSector: Financial servicesMedia channels: Social media, Programmatic display, Online video, Mobile & apps, Outdoor, out-of-homeBudget: Up to 500k

Executive summary

During Ramadan, the season of promotional offers and marketing cliches, First Abu Dhabi Bank (FAB), one of the UAE’s leading banks, changed the narrative by bringing back the true values of Ramadan.

Knowing that the typical Ramadan...

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