ADCB

Elevating a financial institution to represent more than just money

Branding, Storytelling, User Experience

The Brief

Abu Dhabi Commercial Bank (ADCB), once a leading financial institution renowned for its deep understanding of its customers and reflection of the UAE's diverse demographic, had fallen to third place in the UAE banking sector. In a vast market, such a shift might not raise significant concerns. However, in the tightly competitive UAE landscape with only five major local banks, this decline signified a substantial loss in market share for ADCB.

The bank, once celebrated for its customer-centric approach, was at risk of fading into the background, becoming just another player in the financial arena. This case study delves into the factors contributing to ADCB's market share decline and the strategies employed to regain its competitive edge.

ADCB - Ambition Visualized Microsite (1)

What better way to reach your customers, than through stories from real customers on how ADCB helped them realize their individual ambitions?

ADCB - Creative Direction

Removing money from the equation is no small feat for a bank. But with the Ambition Visualized campaign, we changed the narrative to how ADCB helps customers realise their ambitions

ADCB - Placards

Creating an individual narrative across each customer touchpoint, was a daunting task. But we achieved this across corporate banking, as well as consumer banking

ADCB - Entrepreneur Stories

One of the biggest challenges in UAE, was being an entrepreneur. Business capital was not easy to come by, but ADCB was one of the early banks that focused on startups

ADCB - Real Estate

The copy had to be common through all industries and customer touchpoints, starting with the painpoint, then leading to the resolution

ADCB - Education

Education is a very aspirational goal. Switching the narrative from funding the education, to earning the diploma as the achievement was the resolution

ADCB - Youtube Advertisements

We created a series of ads that were focused on the stories that we created. Focusing on the heroes and their stories

ADCB - Stories Curation (1)

We selected a series of individuals that represented the diversity of UAE, across both expats as well as Emiratis

ADCB - Stories Curation (2)

We selected a series of individuals that represented the diversity of UAE, across both expats as well as Emiratis

ADCB - Ambition Visualized Microsite (2)

Our microsite was created to be responsive and work on a multitude of devices

ADCB - Stories Curation (3)

We selected a series of individuals that represented the diversity of UAE, across both expats as well as Emiratis

ADCB - Faisal

To own a home is Faisal’s ambition. A home that can host a family wedding, enable a sense of place, and even be given as a gift. ADCB Mortgage Services can help make this happen.

ADCB - Haneen

Haneen’s vision for the future is rooted in her strong values and pride for her home. Her ambition to show the world everything she loves about the Middle East means she needs a bank that shares her same values.

ADCB - Jassim

When your ambition is to own not one, but several companies, you need a financial partner whose vision aligns with your own. Jassim’s dream to be a well-respected entrepreneur will be enhanced by ADCB’s experienced Business Banking client service teams.

ADCB - Marco

Like so many families in the UAE, Marco’s ambition is to offer his family security and stability through home ownership. ADCB Mortgage Services can help him provide his family with a place to plant deep roots, which will help them to grow and thrive into the future.

ADCB - Meher

Meher has big ambitions. Her dream is to take her fashion brand global and build a secure future for her family. ADCB’s breadth of Wealth Management solutions are perfect for people like Meher.

ADCB - Nisreen

To support her daughter’s dreams no matter where they take her – this is Nesrin’s ambition. Which she’ll be able to achieve with hard work and help from a financial institution where Free Banking is the norm.

ADCB - Shabab

Shahab’s ambition isn’t limited to one business – he aims to run several. Shahab dreams of working hard and making his family proud, one successful business at a time. From SME banking through to Business Banking, ADCB will help him achieve his goal.

ADCB - Yousef

As a teacher, Yousef understands how important education is to a bright and prosperous future. Which is why his ambition is for his students to be able to attend any school they wish. Education loans from ADCB can help set a student on the path to success.

Your Ambitions, Our Inspiration

Your Ambitions, Our Inspiration. طموحهم مصدر إلهامنا. A film made to put Emiratis in focus, as the key demographic empowering the Emirates into the future

Our Solution

In collaboration with Solve Ideas, we identified a unique opportunity to differentiate ADCB's brand messaging from the conventional, transactional approach of its competitors. We aimed to shift the focus from mundane financial promotions to a deeper connection with customers' aspirations.

Recognizing the power of visualization in achieving goals, we launched the "Ambition Visualized" campaign, inviting individuals across the UAE to envision their most ambitious dreams coming true. Our premise was simple yet powerful: the clearer one's vision of their desired future, the more effectively ADCB could position itself as the financial partner to help them realize it.

This campaign marked a significant departure from traditional banking communication. By tapping into the emotional core of customers' aspirations, we not only revitalized ADCB's brand but also elevated its role beyond a mere financial institution to a true partner in achieving life goals. The campaign resonated deeply with audiences, generating widespread engagement and fostering a stronger emotional bond with ADCB.

The Results

The "Ambition Visualized" campaign struck a powerful emotional chord with both ADCB's customers and its management. It not only realigned the bank's internal purposes and aspirations but also drove tangible business results:

Increased Trust & Customer Acquisition: The campaign fostered a 29% increase in new-to-bank customer relationships, underscoring the strengthened trust and brand loyalty it generated.
Enhanced Product Uptake: By forging a deeper connection with customers' financial goals, the campaign spurred a 23% rise in product acquisition, indicating increased customer engagement and satisfaction.
Elevated Brand Perception: ADCB experienced substantial growth in key brand attributes, with a 22% increase in "brand understands my needs" and a 21% increase in "committed to my life stage needs."

These figures demonstrate a tangible shift in how customers perceived and valued the brand. This remarkable success was the result of a collaborative effort involving multiple agencies, including Solve Ideas, Saatchi & Saatchi Dubai, Start JG, Omnicom, and Persuade Productions.

The collective expertise and dedication of these agencies propelled the campaign to new heights, culminating in recognition as a finalist in the prestigious MENA Effie Awards.

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