Fallon Minneapolis today unveils its first campaign for Abu Dhabi Commercial Bank, one of the United Arab Emirates’ largest full-service retail and commercial banks. The campaign, which aligns the banking organization with the ambition of the UAE, is targeted to a broad group of UAE nationals and expatriates, and establishes a platform of creativity via the line “Long Live Ambition.”
“It’s no secret that the UAE is one of the most dynamic economies in the world. Having the country’s second-largest bank seeking out Fallon intrigued us,” said Fallon North America chief executive officer Chris Foster. “And in this global economy, there’s no reason a Midwest agency shouldn’t be able to do great, brave work for clients all over the globe—the Middle East included.”
“We have always admired Fallon’s consumer insight and creativity, especially the category-changing work they did for Citibank,” said Abu Dhabi Commercial Bank head of marketing services, senior vice president Martin Scott. “We knew we needed that kind of intelligence to help brand ADCB and make it stand out among the abundance of promotional messaging in the UAE. We also knew it would take an exceptional and efficient team to understand cultural dynamics and work through the time difference. With their usual insight and boldness, Fallon has proven able to get to the heart of what the UAE is all about.”
The work, shot by renowned French photographer Jean-François Campos, celebrates the spirit of the UAE, and the intangible quality that so effectively unifies its diverse population of nationals and expatriates: ambition. The campaign will transform ADCB into a brand that stands for ambition and champions the spirit of ambitious people through its advertising and its actions as a brand.
“What we recognized is that the people of the UAE, both expatriates and nationals, are unified by ambition. Daily, they engage in shaping the country’s culture and coastlines—from Saadiyat Island to The Palm Islands. And, in that respect, they are unique from consumers in other major economic and cultural centers, where place typically has the upper hand in shaping the individual,” said Fallon group account director Michael Craig. “In the UAE, it’s the other way around.”
The fully integrated campaign, comprised of print, online, out-of-home, in-branch, and brand engagement, will run throughout 2009. Print, the dominant medium in the UAE, is the cornerstone of the communications. A heavy outdoor rotation is also included to drive awareness and give the campaign a ubiquitous presence. The highlight is a domination of billboards along the 120 km highway between Abu Dhabi and Dubai. Campaign executions will appear in both English and Arabic.
“Arabic transcreation was especially intriguing for us,” said Craig. “With such an elegant and nuanced language and heritage—and a tradition people are so passionate about, it was imperative we get it right. Ultimately, with the bank’s help and some great U.S. talent, I believe we have succeeded in creating something unique in both languages.”
In the campaign’s launch print ad, a red flag is planted in a UAE desert landscape. The flag design features the campaign’s tagline, “Long Live Ambition,” written in Arabic. An accompanying manifesto celebrates the power of human ambition and lays the foundation for the campaign. The flag and its design are recurring graphic elements throughout the campaign.
“Banks, traditionally considered a low involvement category, have in recent months been thrust into the limelight with the onset of the global recession, with everyone paying attention to our category” said Abu Dhabi Commercial Bank chief executive officer Ala’a Eraiqat. “But in this economic downturn there is considerable opportunity for a financial services brand to project a resonant voice, particularly in the UAE, which has such a unique demographic make up and attitude, combined with an economy that is stronger than in the rest of the world”. He continued “Market cycles are inevitable, but our ‘Long Live Ambition’ campaign recognizes the fundamental and timeless spirit of the UAE population - regardless of market cycle”.
“In a time when most companies are slashing their spending, ADCB has bravely committed to leadership and to championing what makes the UAE great,” said Foster. “The result is a campaign launch that will unite the ambition of ADCB with that of the UAE, and one that will truly make a difference.”
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Media Note:
Fallon Minneapolis is a division of Fallon Worldwide, a part of Publicis Groupe S.A., based in Paris. Fallon Minneapolis’ clients include: Travelers, Holiday Inn, Holiday Inn Express, TIME Magazine, Nestlé Purina, Nestlé Beverage, NBC Universal, General Mills, Abu Dhabi Commercial Bank, TheLadders.com and Boston Market. Fallon Worldwide is one of the world’s most critically acclaimed creativity companies, delivering innovative strategic business solutions for some of the world’s leading brands. Additional information can be found at www.fallon.com.