First Abu Dhabi Bank (FAB) is the largest bank in the United Arab Emirates
Creative Scope
Bilingual (English/Arabic) creative for paid media, programmatic advertising, and OOH across Dubai and Abu Dhabi. Creative direction, copy writing, project managaement and execution lead.
Role:
Creative director, creative project manager
Challenge:
The brief was to promote a 2-minute credit card application process to mass-market audiences, Emiratis, and expats. The challenge was rReaching three distinct audience segments within a single campaign, each with different expectations of a bank and different reasons to trust a fast, fully digital application process. Additionally, OOH was required to have dual languages on the creatives, requiring well-thought out design to not look cluttered.
Approach:
Used AI-generated imagery to authentically represent each audience segment (mass market, Emirati nationals, and expats) without the lead time a full casting and shoot would have required. Bilingual creative variations were then developed for each audience and tested across paid media, programmatic, and OOH placements throughout Dubai and Abu Dhabi.
Learnings:
A/B testing showed a clear preference for direct, card-led visuals and straightforward messaging over more conceptual or lifestyle-driven executions.
Result:
The strength of the campaign and the client relationship led to additional opportunities, contributing to the company exceeding both Q3 and Q4 targets.
